Internship Report

On
An Analysis of Marketing Activities of
Ispahani Mirzapore Tea

Submitted by:
MD. Shakil Ahamed Sony
ID: UG01-38-15-070
Department of Business Studies
State University of Bangladesh

Submitted to:
Prof. Dr. Anwarul Kabir
Pro Vice-chancellor & Head
Department of Business Studies
State University of Bangladesh

Date of Submission: 24/12/2018

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 Letter of Transmittal

Date 24.12.2018
Prof. Dr. Md. Anwarul Kabir
Pro Vice-chancellor & Head
Department of Business Studies
State University of Bangladesh

Subject: Submission of internship report on “An Analysis of Marketing Activities of Ispahani

Mirzapore Tea”

Dear Sir,

With great pleasure I hereby submit my internship report on “An Analysis of Marketing
Activities of Ispahani Mirzapore Tea”
The report has been completed by the knowledge that I gave gathered from the major courses
on Marketing which I have completed during my BBA as well as from my internship in Ispahani.

I am thankful to all those persons who provided important information and gave valuable
advice. I would be greatly obliged if you read the report carefully and I will be trying to answer
all the questions that you have about the assignment.

I have tried my level best to complete this report meaningfully and correctly, as much as
possible. However, if you need any assistance in interpreting this report please contact me
without any kind of hesitation.
Thanking you.

Sincerely yours,
………………………….
ShakilAhamed Sony
UG01-38-15-070
38th Batch, BBA Program
Department of Business Studies
State University of Bangladesh
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Student Declaration

I Shakil Ahamed Sony would like to declare that Internship Report on “An Analysis of Marketing
Activities of Ispahani MirzaporeTea” is an original work and it is done by me as part of partial
fulfillment of the degree Bachelor of Business Administration (BBA) from State University of
Bangladesh.

………………………….
Shakil Ahamed Sony
UG01-38-15-070
38th Batch, BBA Program
Department of Business Studies
State University of Bangladesh

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 Table of Content

Sl.No. Particulars Page No.

Plagiarism Declaration Form 2

II. Student Declaration 3
III. Acknowledgement 7
IV. Executive Summary 8
1 Chapter:1 INTRODUCTION 9

1.1 Background of the Study 10

1.2 Statement of the Problem 10

1.3 Objectives of the Study 11
1.4 Literature Review 12
1.5 Basic Concepts of Marketing 12
2 Chapter:2 OVERVIEW OF THE COMPANY 14
2.1 History 15

2.2 Mission 15

2.3 Values 15
2.4 Organizational Chain of Command (Hierarchy for Marketing) 16
2.5 Company Businesses 16
2.6 Trading 17
2.7 Agro 17
2.8 Hospitality and Leisure 17
2.9 Packaging 17
2.10 Energy 17
2.11 Information and Communication Technology (ICT) 17
2.12 Poultry 18
2.13 Foods 18
2.14 Real Estate 18
2.15 Shipping 18
2.16 Jute 18
2.17 Cotton and Textiles 18
2.18 Tea Garden 19
2.19 Sales Volume of Ispahani Tea 19

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2.22 Ispahani’s Competition among Industries 19
2.23 Ispahani Tea Distribution Channel 20
2.24 Product Line in Ispahani Branded Tea 21
2.25 SWOT Analysis 22
3 Chapter:3 METHODOLOGY 23
3.1 Sampling 24
3.2 Data Collection 24
3.3 Sources of Data 24
3.4 Data Analysis 25
4 Chapter:4 ANALYSIS AND FINDINGS 26
4.1 Questionnaire Figure 1: Type of Tea that Hot Tea Stall Use 27
4.2 Questionnaire Figure 2: Daily Consumption of Tea (on average) 27
4.3 Questionnaire Figure 3: Attributes Considered in Purchasing Tea 28
4.4 Questionnaire Figure 4: Source of Tea Purchase 29
4.5 Questionnaire Figure 5-8: Brand Awareness, Availability, Preference and Loyalty 29
4.6 Questionnaire Figure 9-10: Satisfaction and Dissatisfaction behind Current Brand 31
4.7 Questionnaire Figure 11-13: Brand Duration, Loosing and Switching Reason 32
4.8 Questionnaire Figure 14 A-B: Ispahani Experience and Reason for Not 34
Purchasing
4.9 Lessons Learnt from Internship Organization 34
4.10 Data Coding and Analysis 35
4.11 Promotional Mix 35
4.12 Sales promotion 35
4.13 Advertising 36
4.14 Out of home advertising 36
4.15 Social media 37
4.16 Awards 38
5 Chapter:5 CONCLUSIONS AND RECOMMENDATIONS 40
5.1 Summary of Findings 41

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5.2 Conclusion 41
5.3 Recommendations 41
5.4 Recommendations for Company 42
5.5 Recommendations for Sales People 42
5.6 Recommendations for Tea Stall Owner 43
5.7 References 44
5.8 Appendix 45
5.9 Acronyms 47

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Acknowledgement
Firstly, I would like to convey my gratefulness to Almighty Allah who has enabled me to
complete my internship report precisely.
I express my gratitude to my honorable Supervisor Prof. Dr. Anwarul Kabir Pro Vice-chancellor
& Head Department of Business Studies State University of Bangladesh for his guidance and co-
operation, which help me greatly to make this report. I will remember his contribution with lots
of respect entire my life.
Then I convey my thanks to MR. Mahammad Harun, Manager Sales & Distribution for his
kindness who actually gave me the opportunity to work in such a reputed business house at
reverential department. Here I have learnt many things about research and planning through
my internship experience.
I express thanks to the Sr. executive Subrate Deb who has helped me lots to conduct survey as
well as analyze the data. I have learnt things regarding data assortment from him. Another
executive Ms. Abdullahil Mamun also helped me by providing much valuable information to this
report. I do recognize her contribution. I also like to thank all the staffs of M. M. Ispahani
Limited, Corporate Office, 14/15 Motijheel C/A for their affable hospitality.
And finally, I would like to thank all the honorable teachers of Department of Business Studies
State University of Bangladesh, I think it is the outcome of their teaching which helped me to
think about market research to study and also want to thank my friends for their assistance.

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Executive Summary
M.M. Ispahani Limited is a well reputed company in Bangladesh. It is operating businesses since
1820. The company mostly renowned for famous “Isphanni Mirzapore Tea” brand across the
country. Now it is alarming for the company in Tea business competitors are capturing the
market share position significantly especially in Tea Stall market. For the purpose of knowing
the position of Ispahani and competitors a survey has happened to figure out reason behind
Ispahani’s failure.

According to survey it has found different patterns of information of Tea Stall market scenario
to be analyzed. It has been found how much Tea Stalls are using branded Tea, amount of their
daily consumption, source of purchasing Tea (Leaf) respectively. This study also shows Tea Stall
brand awareness which Tea brand name comes first on their mind and here Ispahani has stood
top as expected. In purchasing scenario Ispahani has found also highest brand loyalty
percentage among the competitive brands including the duration. The fact is it has lost many of
Tea Stall customers due to quality failure, price afford ability etc.

Though the brand Ispahani has an intensive distribution network, a significant number of Tea
Stall claimed that they are unsatisfied with Ispahani due to unavailability and it forces them to
go for another brand. This report suggests a few reason of brand unavailability as
recommendation to the company. In loosing customer loyalty segment Ispahani has lost much
than the competitors. In Dhaka city Tea Stall market, Seylon (from AbulKhayer Group of
Companies) is competing Ispahani most ferociously. A competitively less price than Ispahani
makes Seylon more profitable to Tea Stalls. It also found price is not the first concern of that
Tea Stalls to consider the attribute of a Tea brand. They mainly go for quality sustainability what
kind Tea they are using in the shop. General people do care less about the brand in Tea Stall
what brand actually they are drinking and here it totally depends on the Tea Stall Owner.
To enhance Tea sales volume the Tea Stalls were asked to say about promotional expectations
that they think needed. It found that they want Tea equipment mostly from the Tea
manufacturers. They also suggested the reasons behind Ispahani’s failure. According to Tea
Stall observation and findings this report tries to recommend some suggestions to face the
challenges of competitors by filling the gap what is actually needed by the Tea Stalls.

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 Chapter 01

INTRODUCTION

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1.1. Background of the Study
Internship is considered as an important experience before having permanent job. To have a
BBA degree of Business Administration it is mandatory for doing 12 weeks internship with a
precise report as considering 4 credit hours in 12th semester. This report is supposed to submit
to State University of Bangladesh under the supervision of a lecturer of Business School State
University of Bangladesh. This report is made within the internship period started from October
1th 2018. It is also a great opportunity to work with professionals where I can relate my
theoretical knowledge with organizational practices. In my entire bachelor program I did many
projects on market based research, social research and few environmental migration
researches through a well defined problem and these influenced to involve in researching for
Ispahani’s tea market. This is a market research report about market scenario of Ispahani TEA
and competitors in Hot Tea Stall (HTS) where I was assigned to learn and assist my organization
team in Business Development department (Research and Planning), M. M. Ispahani Limited.
The company divides their whole tea market in 26 divisions within 6 categories of selling point
(categorized shop) gradually Departmental Store (DS), Stationary (STN), General Store (GS),
Confectionary Store (CS), Hotel-Restaurant-Canteen (HORECA), and Hot Tea Stall (HTS). I was
assigned in their Analysis of Tea Market Scenario through nationwide survey (according to
Ispahani’s Divisional Market).Being influenced by my intern organization, I took Hot Tea Stall
market scenario survey in Dhaka city (includes Ispahani’s 6 divisions) as my convenience to
work. In this organization I have enjoyed lots to work and to know so many new things for the
first time. To work in a sound environment I have gone through other disciplinary works which
have enriched my overall organizational experience. Here below I am submitting a report as
internship requirement of getting BBA degree that includes an overview of the intern
organization and the explanation of the report theme I am supposed to carry out during the
internship session.

1.2. Statement of the Problem

Tea is a common healthy drink all over the world from the ancient time. People used to drink
Tea regularly as their one of daily habits. M. M. Ispahani Limited particularly renowned for their
Tea brand throughout the nation. It is running Tea business for many years as a giant market
player from the beginning. Ispahani holds 60% of branded Tea and 80% of Tea Bag market
share of the industry overall. To do the business the company is facing severe competition by
other market players significantly in metropolitan city like Dhaka, Chittagong, Comilla, and
Sylhet. The competitive brands are also from country’s reputed group of companies. For that it
has been losing its market share in both household and tea stall consumption pattern.

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Generally a problem refers the distance between expectation and reality. Problem of Ispahani
Tea is here losing market share in Hot Tea Stall market significantly in city area. Why Ispahani
Tea is not able to have the expected percentage of market share is defined here as a problem.
To identify the factors of failure has identified so many problems to be faced. Here the
problems those are made me interested to do this report for enquiring the factors behind the
market positioning are given below.

 Due to excessive competition Ispahani Tea is losing its market share and here my task is
to figure out the key factors of losing and advantages provided by competitors.
 Having a great brand value here quality failure doesn’t provide it leverage as expected.
 Most of the tea in Hot Tea Stall (HTS) drinkers do less care about what brand they are
drinking and its totally depends on tea seller willingness.
 Though Ispahani follows intensive distribution channel strategy but the loophole
weakness in distribution arrangement gives opportunity to competitor’s to have growth
etc. and this is one of the major concerns of the company meeting the challenge for
capturing that lost market.
 Being a reputed Tea brand Ispahani adds a premium price to its product where the
competitive brands are sold out through comparatively low price than Ispahani and that
makes them competent having increased growth especially for some selective brands
like Seylon, Taaza, Tata, Fresh etc.
Competitors are booming highly in city area because of consumer awareness and huge tea
consumption rate. Generally a city area has a huge number of tea stall then country area and
here competitors start first to capture the market rapidly “http://bbf.digital ”

1.3. Objectives of the Study

This study is basically conducting for the brand positioning of Ispahani Tea and to knowa
brief of competitor’s advantage and the strategy they are following. The given objectives
are proposed in the conception of this research. The paper aims to clarify the scenario
behind Ispahani’s limitation to compete the market (Hot Tea Stall) and needs to be
fulfilled to keep sustainability.

Specific objectives proposed in this report materials are explained below:

 To make an overview of overall brand analysis of Ispahani Tea in Dhaka city with
an emphasis on the organizational impact.
 To present the organizational and necessity of consumer analysis, marketing

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 procedure etc.
 To make a review of the literature related to the functions or activities of
marketing communication in general.
 To explore the overall significances of marketing (Ispahani’s Brand Awareness).
 To make recommendations for building a business friendly environment.

1.4. Literature Review

Tea trading considered as one of the oldest industries in South Asia. Several studies are made
by the researchers in different perspectives. Here Tea Stall market analysis is much unique than
that studies. To figure out the market scenario for Tea Stall market is really rare to find in
sources available. Apparently, the study titled “AN EMPERICAL SUDY TO FIND OUT THE
OPTIMAL PRICE FOR HOT TEA SHOP CONSUMED TEA AND MEASURING THE VALUE FOR MONEY
PERCEPTION (VFM INDEXING) OF MIRZAPORE BOP by Umme Salma, year 2008” matches with
Hot Tea Stall market research. The theme of this study is all about price sensitivity for an “Ideal
Tea” measured through Value for Money (VFM) Indexing of branded Mirzapore BOP Tea. It
shows the psychological gap between value of price and value of brand that finally
recommends the price reduction of the brand perceived.
This study has contributed in Hot Tea Stall market scenario analysis precisely. The two of
studies are also helpful for further research upcoming. In a particular field like Tea marketing
much study will enrich the industry competitive.

1.5. Basic Concepts of Marketing

Basic concepts of marketing help an employee in the organization to relate easily what market
and sales activities company going to perform. From the early production concept business
arena has entered into marketing concept through a remarkable evolution to be survived. This
makes a company enable to fight with competitive forces using best potential. Here in below
some concepts are given as my own understanding how I can relate these terms in real life both
theoretically and practically.

Concepts Meaning
Marketing It means generating the relationship by understanding, conversing and providing
value to its customer. It refers a profitable cycle of revenue earned valued customer
by delivering goods and services.

Product It refers a physical good having the utilization power to meet demand.

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Price Price is the value exchange of delivered product and service.
Promotion It is a set of programs that pioneers a product/service or a brand to its potential
customer.

Place It is also called distribution delivering the brand or product or service to its user.

Segmentation It means separating the customers into different group of customer approaching
distinct products or services.

Targeting It is the procedure of examining individual market segment’s possibility and

choosing one or more potential markets to go to serve.

Positioning It means a set of given values of product or service that is delivered to customer’s
mind.

Brand Brand means an identity of the particular product or service that has lots of
follower.

Line Extension It means the application of mother brand to a new brand, product, or service having
varieties of flavor, size, element etc. to meet different purposes of that brand.

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 Chapter 02

OVERVIEW OF THECOMPANY

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2.1. Introduction:
M. M. Ispahani Limited since 1820 (Certification of ISO: 9001) is one of the famous
private conglomerate industries in South Asia. Its head office was in Kolkata in 1900
and later in 1947 it moved head office in Chittagong with many corporate offices
gradually in Dhaka, Khulna, Sylhet and Tea Estate and production zones etc. The
group is creating a huge amount of employments in many sectors day by day. In our
country, it is the biggest Tea trading company and captures a significant market share
of Tea industry. “Ispahani Mirzapore Tea” is a popular Tea brand within the country
which is considered as a category/generic name of Tea more than a brand. It has
been able to make a strong distribution network where giant like Unilever can’t go for
head to head completion. The group has many subsidiary companies in different
sectors. It is also serve the nation with CSR (Corporate Social Responsibility) activities
founding eye hospital and many educational institutes as corporate philosophy. From
the establishment it’s committed to serving good quality products and services to the
nation. This philosophy has been created a good corporate image that influences the
company among the community. From its beginning Ispahani as a group is conquering
the community love, dependence and support. It is established to serve the nation
with best quality products and services till the survival.

2.2. Mission
M.M. Ispahani Limited has a set of mission to see the business world. Some of them
are given below.

 Increasing the profit size by enhancing total sales.

 To be the market leader in the serving industry.
 Balancing the price with product and service quality.
 To secure consumer rights providing best quality food and service.

2.3. Values
Ispahani Group of Companies carries a highly ethical standard. Their values indicate
some set of criteria given here.

 Respecting the competitors among industries.

 Not to compromise with the quality issue.

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  Research and development.
 Highest customer value.
 Ensuring best utilization of there sources.

2.4. Organizational Chain of Command (Hierarchy for Marketing)

Being a conglomerate M. M. Ispahani Limited follows a horizontal chain of command as
hierarchy. Each of department has individual structure for operation. Here the model
marketing hierarchy is given below.

Designation Level

Chairman

Managing Director
Top Line Management
Directors

General Manager

Senior Manager (Sales & Marketing)

Senior Manager (Marketing) Mid Line Management

Manager (Sales & Marketing)

Divisional Manager

Territory Manager

Territory Officer Bottom Line Management

Sales Officer

Assistant Sales Officer

2.5. Company Businesses

The company has different kind of business sectors in more than 13 fields of industry. Those
fields are Trading, Agro, Hospitality and Leisure, Packaging, Energy, ICT (Information and
Communication Technology), Poultry, Foods, Real Estate, Shipping, Jute, Cotton and Textiles,
Tea Garden and well established Tea Trade. A short description of these companies and
competitions is given here gradually.

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2.6. Trading
The company has a trading wing named South East Trading Limited. It was established in 1979
and contains bigger project works like supplying for ports and shipping, utility providers (State
Owned Organization), road construction, water-sewerage etc. in our country.

2.7. Agro

In agriculture sector the group established Ispahani Agro Limited in 2007 as having a philosophy
behind nation’s food security including 3 different wings of seed, bio pesticide, and agro
processing. It commits to meet country’s agro industry development as operating business in a
mostly agro based economy.

2.8. Hospitality and Leisure

Ispahani has hospitality and Leisure business named The Avenue Hotel and Suites located in
Chittagong. For catering it owns some stores named Pitstop Bakery and Sweets, Pitstop Store
and Pitstop Restaurant in the same premise. These provide best quality food and refreshment
to the consumers.

2.9. Packaging
To serve with poly products for many industries like garment and textile, consumer food
packaging, see food preserving, tea packaging etc. Ispahani Marshal Limited is a pioneer poly
manufacturer in Bangladesh. It serves both domestic and multi-national companies beyond
border for many successful years.

2.10. Energy
M. M. Ispahani has a power (electricity) supplying company named Pahartali Power House for
its factory including a project agreement with Power Development Board of Bangladesh
government and that plant is situated in Chittagong nearby the one of company factories.

2.11Information and Communication Technology (ICT)

Broad Band Telecom Services Limited provides ICT solution to country’s internet usage industry.
It was founded in the year of 2002. It covers 7 divisions including 48 districts of the country in
an outstanding network.

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2.12. Poultry

In 1997 Zareen Farms Limited was established for serving eggs and chicken to meet up the
country’s protein demand as initially a public limited company joint venture with M. M. Agha
Limited. It provides 4.5 millions day-olds chicks and 5.76 million eggs per year to the market.

2.13. Foods
Ispahani Foods Limited is a subsidiary company of Ispahani Group and was founded in 1999
factory plant located at Gazipur. It does agricultural and food businesses like manufacturing
Fast Moving Consumer Goods (FMCG). The product category is Rice, Potato Chips, Energy
Cookie Biscuit, Chanachur, Bakery and Snacks item etc.

2.14. Real-estate
It has two companies named Free School Street Property Limited and Nasirabad Properties
Limited as their real estate wing. These help to develop and design companies and for third
party construction like road, building etc. Another company named Sikomi Properties Limited
provides company’s tea state water plantation facilities.

2.15. Shipping
In Bangladesh, MMIL has been acting as second oldest agent for many shipping lines for more
than 50 years. It operates the business as a Non Vessel Operating Common Carriers for
renowned agency like Hoegh Lines, Osloetc.

2.16. Jute
Though Jute Industry is considered as one of the sunset industries in Bangladesh Ispahani have
glories progression in this sector. In early 1950, Chittagong Jute Manufacturing Company
Limited was established to produce jute and supply. Later another company was also
established named as Victory Jute Products Limited and because of losing demand it turned
into a warehouse business.

2.17. Cotton and Textiles

Pahartali Textile & Hosiery Mills is a unit of Ispahani’s thread yarn manufacturing business. It
provides categorized high quality yarns to country’s export oriented knitting industry

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Remark ably from the establishment year of 1954. It is termed as one of the biggest yarn
suppliers among the suppliers and most revenue earning department for Ispahani group.

2.18. Tea Garden

Ispahani group owns four tea gardens across the country. Mirzapore, Gazipore, Zareen tea
estates are located in Moulavi Bazar, Sylhet and Neptune tea estate is located in Chittagong.
These estates supply tea for own company and for the market dealing at the Chittagong Tea
Auction. Those gardens yield on average 1800 kilos the highest amount achieved nationally. In
tea gardens Ispahani produces a small volume Raw Rubber Sheet and its 75 percent of total
productions are being exported to the international market.

2.19. Tea Trade

Ispahani Mirzapore Tea is the most famous and sole largest Tea categorized brand in
Bangladesh. It pioneers the tea market segment from the very beginning of country’s tea
manufacturing history. Ispahani Tea Department is one of the most profitable revenue sections
for the company considering since its operation. It’s Tea Blending and Packaging Factory,
located in Chittagong ensures the best quality of packed both for foreign and local market to be
served. Tea .It is providing quality Tea product and for that it has been achieved ISO 9001:2008
certification because of excellence management coordination. Being as market leader in
branding arena it becomes a household consumer brand name too. Community recognizes the
brand as a category wherever it is found appreciably.

2.20. Sales Volume of Ispahani Tea

During my internship session I got opportunities to work in different departments of the
organization mainly under their Business Development. This development also does marketing,
research and planning for Tea Department. According to last Tea sales record (Source: Audit
2013-14), Ispahani Tea Department has been sold out to 20 million KG Tea (approximately).

2.21. Size of Workforce

M. M. Ispahani Limited as a group provides work for more than 10000 employees and this
number of employment rate is enhancing continuously.

2.22. Ispahani’s Competition among Industries

In Tea segment, Ispahani is the unrivaled leader of market available. Other brands like Seylon
(from AbulKhayer Group of Companies), Taaza (from Unilever), Fresh, No. 1 (from Meghna
Group of Industries), HRC (from HRC Products Limited), Tetley (marketed by ACI Limited in a

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Joint venture with Tata Group), Danish (from Partex-Star Group), Shaw-Wallace (from Shaw-
Wallace Bangladesh Limited), Pusti (from T. K. Group of Companies), Muskan (from S. A. Group
of Industries) and Finlay (from The Consolidated Tea and Lands Company Bangladesh Limited)
are the most branded Tea competitors in the market. In recent years only Seylon is competing
Ispahani Tea brands in city market in an increased growth rate. In my survey it is also notable
capturing of Seylon marketing especially at Hot Tea Stall market in Dhaka city. Some of the
competitors are doing well in cities or any particular locality but an intensive strong distribution
channel strategy has made Ispahani Tea brands undefeated.
In Textile section, Pahartali Textile & Hosiery Mills (PTHM) faces severe competitions in the
relevant industry. In this industry other market players like Beximco, Square, Badsha, and Desh
are the main competitive Textile manufacturers. Here PTHM’s position is well enough serving
various range of cotton yarn supply and it is considered as one of the profitable unit for
Ispahani.
Ispahani Foods Limited is a developing food item manufacturer of the group. Here competitors
like Square Food & Beverage Limited, Akij Food & Beverage Limited, Pran-RFL Group, Bombay
Sweets etc. are the main market leaders among food and beverage industry. Incomparison of
competitors success Ispahani Foods Limited can be considered as question marked unit in order
to Boston Consulting Group (BCG)matrix.
In Agro division, Ispahani Agro Limited (IAL) faces severe competitions by well established
market players. Here IAL has to face competitors like Supreme Seeds, United Seeds, Petrocam,
LalTeer etc. are the main market players. Being a new company in agro sector since 2007, IAL is
considered as developing one for the group.
As a group Ispahani competes with other conglomerates by diversification of many units of
business. Giant like Unilever, Beximco, ACI, AFBL, Square etc. have made the industry much
competitive than earliest booming period. In only Tea sector Ispahani does the Tea marketing
as monopoly. To sustain in the industry M. M. Ispahani Limited tries to serve best quality
products and services as following set corporate ethics.

2.23. Ispahani Tea Distribution Channel

Ispahani Tea Department has an intensive distribution channel across the country. This
distribution network includes more than 490 Sales Centers under 26 divisional offices
(according to Ispahani’s segmentation). These divisional offices are gradually Barisal, Bogra,
Chittagong, Chittagong North, Chittagong South, Comilla, Dhaka, Dhaka East, Dhaka North,
Dhaka South, Dhaka West, Dinajpur, Faridpur, Jessore, Khulna, Kushtia, Kishoregonj,
Mymensingh, Rajshahi, Rangpur, Sylhet, and Tangail. Ispahani follows 4 steps distribution

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 channel biding after auction then tea leaf goes for blending as well as packaging at factory to
division warehouse, division warehouse to depot, depot to retailer, and retailer to consumer.

Ispahani / Retailer
Division Sales Supper
Manufacturr Consumer
Warehouse Centers Shop
Tea Blend Tea Stall
26 Division 517 Depots Department
and House Hold
acrossthe across the al store
Packaging
Country. Country. Shopping
Factory.
Mole.

2.24. Product Line in Ispahani Branded Tea

Ispahani Tea segments the market demographically. Here in Bangladesh Tea consumption
pattern differs place to place. For that the company had been laughed different branded Teas
across the country as needed. Ispahani didn’t go for category extension of the most successful
Tea brands but line extension. Here some of their Tea brands (according to Line Extension) are
given below including their existing market area.

Brand Name Served Area

Blender’s Choice All Districts
Five Star Bogra
Green Spot Chittagong, Rangpur, Bogra
Hot Tea Stall All Districts
Hotel Dust Bogra
Lion Dust Rangpur and Rajshahi Divisions
Lion Leaf Rangpur and Rajshahi Divisions
Mayur Dianjpur, Rangpur, Rajshahi and Khulna
Mirzapore BL All Districts
Mirzapore BOP All Districts
Mirzapore BRD Dhaka
Mirzapore PD All Districts
Mirzapore TB All Districts
MTB Bag in Bag All Districts
Superior Tiger Dinajpur,Rangpur, Rajshahi and Cox’s Bazaar
Tea Stall Special All Districts
Zareen All Districts
(Information gather from oral Interview)

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2.25 SWOT Analysis:

The overall evaluation of company’s Strength, Weakness, Opportunities, and Threats are called
SWOT analysis helps explore the areas of possible changes in marketing activities. Brief
discussion Of Ispahani Tea Limited internal and external environment as follows.

Strength
• Number one tea brand in Bangladesh. Positive company image.
• Strong distribution channel.
• High quality products.
• Reliable with a long history.

Weakness
• Insufficient digital marketing activity.
• Inadequate print media and electronic a media advertisement
• Not so focused on online shopping and services.
• Website is not update and developed.
Opportunities
• Online based purchasing and delivery systems.
• The habit of taking tea is increasing day by day. It’s a great opportunity to expand the
business.
Threats
• Strong competition among the competitors.
• Product price is high.

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 Chapter 03

METHODOLOGY

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3.1. Sampling

The study I have chosen for internship requirement, I got authorization from my intern
supervisor and honorable organization manager to fix the sample size as well surveying this
study. By comparing my ability and limitation I have fixed to study on 150 sample size based in
Dhaka city. For internship students it is suggested to fix 30 Survey Papers (Sample Size) but to
make study strong I have decided to do more survey in different angles of Dhaka city as
increasing papers. In this study I preferred to use convenient method for sampling.

3.2. Data Collection

In performing my study, the sampling survey technique has been followed to make the report
as given instruction. The whole study has been separated in parts quantitative and qualitative.
In questionnaire only few parts are set in quantitative and most of the questionnaire has been
set in qualitative approach. The survey of the study includes both open-ended and close-ended
questionnaire format to be asked for Tea Stall Owner directly. To collect data from Tea Stall
author of the study went for surveying in Dhaka Metropolitan Area best possible. The surveyed
locations are Gopibag, Kaptan Bazar, Doyagong, New Market, Dhanmondi, Mohammadpur,
Wari, ,Fokirapool, Banani, Uttara, Khilgaon, and Mogbazar. Roadside and circle based (nearby)
Tea Stalls were selected to survey. Any market or bazaar area has been skipped during survey
due to interviewing an interested interviewee. Market area people are too much busy with
dealing than non profitable talking. It suits best with interviewing of road side Tea Stalls and
more over these are highly noticeable to the surveyor. At first data collection has started with
an expected manner during the survey session exchanging greetings and giving a short
description of survey reason by referencing the name of organization M. M. Ispahani Limited
where the surveyor has come from. Later the session has continued through informal friendly
conversation. Here in this study both primary and secondary data are used to build a furnished
report for recommending best as linked with set objectives.

3.3. Sources of Data

Primary Data: The approach of primary data collections are as following-

 Casual and straight conversation with the Tea Stall Owner.
 Observation of the Tea Stall environment.
Secondary Data: Source of secondary data collections are as following

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  A little data are collected from internet and company website.

3.4. Data Analysis

Data are the raw information of a study to observe the scenario and make possible
solutions to be challenged. Analysis of data refer the process of indication that will
come through procedure of interpretation for given statement.

In analysis section I analyzed in the same way what I have learnt in my internship
session under Business Development department of the organization.

Both surveyed primary data and internet collected data have analyzed in Microsoft
Office and Excel program. Raw data have been processed, transferred, tabulated and
examined carefully. These approaches were taken for making this report as a valuable
study. Hope that it will contribute to develop Ispahani Tea marketing in near future.

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 Chapter 04

ANALYSIS AND FINDINGS

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This paper is prepared to identify the factors behind Ispahani’s market position in Dhaka city
Tea Stall market. The findings result of this report is describing below according to
questionnaire surveyed relating objectives.

4.1. Questionnaire Figure 1: Type of Tea that Hot Tea Stall Use

What Type of TEA leaf do youusuallyUse in

Particular Frequency your shop?
Loose Tea
Local tea 1%
7%
Branded Tea 138

Local tea 11 Branded

Tea
92%
Loose Tea 1

According to survey, Tea Stalls interviewed by 3 types of Tea gradually Branded, Local (area
based) and Loose. From gathered data 138 out of 150 Tea Stalls answered that they prefer
branded Tea to serve. 11 Tea Stalls found using Local and only 1 shop found in using Loose Tea.
In account of percentage, Branded found 92%, Local 7% and Loose only 1% in using.

Outcome
 It means Tea Stall in Dhaka city much aware about using branded Tea.
 A little portion of using Local and Loose Tea Stall could be potential for brands Tea.
 City end Tea Stall has a trend to use Local Loose Tea significantly.

4.2. Questionnaire Figure 2: Daily Consumption of Tea (on average)

Particular Frequency DailyconsumptionofTea

Below 500 gm 31
13 21 Below500g
m
500 gm to 1kg 100
500gmto1k
66
Over 1 kg 19

In figure 2, Tea Stall owners are asked to say the amount (in KG) of daily consumption of Tea

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(Except Tea Bag). 100 of respondents are found using Tea 500 gm to 1 kg. 31 respondents
below 500 gm and 19 respondents over 1 kg are found using Tea gradually.

Outcome
 Over 500 gm Tea leaf daily is a common scenario of Tea Stall consumption.
 Tea Stalls stock Tea to serve more cups as demand.
 Overcrowded Tea Stall needs more than 1 kg Tea leaf daily.

4.3. Questionnaire Figure 3: Attributes Considered in Purchasing Tea

Particular Frequency What are theattribute soft ea you consider

Quality 35 While purchasing tea?
Quality
Availability 8 2% Availability
7% 21% Price
Price 20
27% 3% Color
Color 9 Taste
17%
Taste 29 Liquor
17% 6% Credit
Liquor 42 Others
Credit 3
Others 4

Analyzing the attribute data, it’s found highest 35 times respondents told about the Liquor
quality attribute considering at purchase. Most sensitive Tea price attribute found third in
frequency of 20 times. Percentage built highest for the same Liquor 27% and lowest found 2%
for Credit facility.

Outcome
 Diagram refers that Tea Stalls do care much of Tea Liquor and Quality than Price.
 Price plays another significant attribute in purchasing to secure the profit best.

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4.4. Questionnaire Figure 4: Source of Tea Purchase

Question regarding purchase source of Tea Stall

Particular Frequency
Distributor 39 BywhodoyoupurchaseTEA?
1% Distributor
Company (Cycle man SO) 74
23% 26% Company(Cycle
Near Shop 35 man. SO
Near Shop
Others 2 50%
Others

seller answered highest frequency of 74 from company having 50% of the options given. They
feel convenience to take Tea from company.

Outcome
 It represents that for Tea manufacturer Tea Stalls are best potential to approach.

4.5. Questionnaire Figure 5-8: Brand Awareness, Availability, Preference and

Loyalty

If you are asked to mention one TEA Particular Frequency

Brand name, then which brand’s name Ispahani 70
come first any our mind? HRC 2
Seylon 45
45%
Finlay 0
30%
No.1 3
Danish 10
10% Fresh 4
7% 4% 2%
1% 1% 3% 1% 0% 0% 1% Taaza 8
Shaw-Wallace 0
Pusti 0
Muskan 0
Tetley 3
Other 5

Survey has referred the highest brand awareness of Ispahani with the highest number 70
frequency. In carries the percentage among options asked to several Tea Stalls. Here Ispahani

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stood first position of having 45% and Seylon has come nearby of 30% around.

Particular Frequency Which TEA brand(s)is/are available in your

Ispahani 64 Area?
HRC 4
40%
Seylon 48
33%
Finlay 1
No.1 3
Danish 12
Fresh 3 8%
3% 4% 3%
Taaza 3 1% 2% 2% 2%
0% 0% 1%
Shaw-Wallace 0
Pusti 0
Muskan 2
Tetley 6
Other 4

Here question regarding brand presence Tea Stalls are asked to figure out the brands
availability. Ispahani has stood highest in the number frequency with 40% of the total
scale and Seylon has 33% market share among top competitors

Particular Frequency
Which TEA brand(s) do you prefer most?
Ispahani 64
45% 39% HRC 4
40% 35%
35% Seylon 48
30% Finlay 1
25% No.1 4
20%
15% 11% Danish 14
10% 4% Fresh 3
1% 2% 3%
5% 0% 0% 0% 0% 1% 1% Taaza 3
0%
Shaw-Wallace 0
Pusti 0
Muskan 2
Tetley 3
Other 4

In questioning of brand they prefer most found 39% for Ispahani, 35% Seylon, and 11% for Danish
obtaining frequency gradually 81, 72, 23.

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 Particular Frequency
Which TEA brand(s) do you purcha sing now?
Ispahani 63
38%
35% HRC 1
Seylon 42
Finlay 1
No.1 8
11%
Danish 16
5%
Fresh 1
5%
0% 0% 0% 1% 0% 0% 1% 2% Taaza 3
Shaw-Wallace 1
Pusti 0
Muskan 2
Tetley 4
Other 8

To know existing brand they are using, found top for Ispahani’s highest frequency in
respond. It has obtained 38% of brand loyalty among competitors. The important
thing is that Seylon found 35% of that loyalty which is alarming for Ispahani.

Outcome
 Ispahani found highest earning awareness as brand but decreasing by the
competitors.
 Seylon has enhanced marketing as serving purpose of branding to come to this
position.
 Tea Stalls prefer Ispahani but because of competitor’s facility they don’t go
for other brands significantly.
The percentage of current purchasing brand indicates highest brand loyalty for Ispahani

4.6. Questionnaire Figure 9-10: Satisfaction and Dissatisfaction behind Current Brand

Particular Frequency
Yes 145
No 5

It’s found 145 of respondents said that they are satisfied with current brand in selling. Only 5
respondents said they are unsatisfied combining the frequency gradually 145 and5 out of 150
respondents

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 If not satisfied, then what is the read son Particular Frequency
behind that?
0% Quality 3
Quality
Availability Availability 1
33% Price
Price 0
50% Color
Taste Color 0
17% Liquor
Taste 0
Others
Liquor 2

Others 0

Reason behind dissatisfaction, Tea seller claimed 33% of overall quality for Tea and
33% of liquor factor. 17% of them claimed for Tea unavailability.

Outcome
 Most of seller unsatisfied on Tea brand that they are using and it refers the
quality standard is overall good for everybrand.
 Few of sellers unsatisfied on Tea Liquor Quality that doesn’t match theirexpectation.

4.7. Questionnaire Figure 11-13: Brand Duration, Loosing and Switching Reason

Particular Frequency
Durati on of using current brand
0-3 Months 20
14% 0-3Months 3-6 Months 14
3-6Months 6-9 Months 3
39% 9%
2% 6-9Months
9-12 Months 7
5% 9-12 Months
1-2 Years 47
1-2 Years
More than 2 59
31%
Years

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Here brand loyalty on duration found 39% highest more than 2 years then following 31% over 1
year. 2 years usage got highest frequency by surveyed respondents 59 in times.

What is your jus previous brand?

Particular Frequency

3% 14% Ispahani Ispahani 87

2% SeylonF
2% resh Seylon 32
No.1
Danish Fresh 3
21% 58%
Others
No.1 3

Danish 4

Others 21

Analyzing who loose most, Ispahani has lost most in scale of frequency number 87 and close
competitor Seylon has lost 32 number of frequency given. In percentage category
Ispahanimissed 58% more than half significantly. For Seylon it found 21%. Other lost around
14% both Local and comparatively weaker brand like Shaw-Wallace, Pusti, Taaza, HRC,
Muskanetc

Reason to switch Particular Frequency

0%
1%
9%
Quality Ispahani 87
Availability
Seylon 32
18% 46% Price
Fresh 3
Personal
Relation No.1 3
26% Credit

Others Danish 4

Others 21

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Tea Stall seller proclaimed that they have switched into another brand mostly for Quality matter having
46% weighing the 64 in number of frequency. 26% defined for distribution Availability and 18% for Price.
Here Price factor has become less major issue for that Tea Stalls approached.

Outcome

 Most of Tea Stall doesn’t change brand frequently.

 Competitors also lost significant market share in number.
 In questioning regarding market share, Ispahani has found most challenging in
position losing more than a half in percentage.

4.8. Questionnaire Figure 14 A-B: Ispahani Experience and Reason for Not Purchasing

Did you ever purchase Ispahani?

Particular Frequency
14%
Yes 125
Yes No 25
86% No

Tea Stall sellers were asked about Ispahani brand usage entire their business period. They said
“Yes”125 in frequency with the weight of 86%. Rest of the 14% said “No” in responding 25
frequency times.

Outcome

 Ispahani experience gainer here refers higher in percentage being as strong brand too.
 “No” claimers could be the potential to approach.
 Tea Stall sellers are very much unsatisfied with Isaphani Tea quality failure.
 Affordability of Ispahani price suites less with them.

4.9. Lessons Learnt from Internship Organization

During Intern session at Business Development, in M. M. Ispahani Limited I have learnt many
things unknown. Here a few of the learnt lessons are given below that I have applied in my study
to prepare an informative report.

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4.10. Data Coding and Analysis

In internship organization, I have worked at their Business Development department. This

department is mainly assigned to do research and developmental study for Tea and Non-Tea
(food). It does research for Ispahani in many places. Survey sampling is also become large in
size. I have learnt how to code the factors found through survey and input data on sheet
precisely. I did go for cross checking as needed to break down in the factor to be mannered.

4.11. Promotional Mix

Promotion has been defined as the coordination of all seller-initiated efforts to set up channels
of information and persuasion in order to sell goods and services or promote an idea. While
implicit communication occurs through the various elements of the marketing mix, most of an
organization’s communications with the marketplace take place as part of a carefully planned
and controlled promotional program. The basic tools used to accomplish an
organization’scommunicationobjectivesareoftenreferredtoasthepromotionalmix.
Traditionally the promotional mix has included four elements: Advertising, Sales promotion,
Publicity/Public relations, and Personal selling. Each element of the promotional mix is viewed
as an integrated marketing communications tool that plays a distinctive role in an IMC program.

Each may take on a variety of forms and each has certain advantages.

4.12. Sales promotion

Sales promotion is generally defined as those marketing activities that provide extra value or
incentives to the sales force, the distributor, or the ultimate consumer and can stimulate
immediate sales. Sales promotion is generally broken into two major categories: Consumer
oriented & Trade oriented activities.

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 Offer Hand set

4.13. Advertising:

Advertising is defined as any paid form of non-personal communication about an organization,

product, service, or idea by an identified sponsor. Mainly, Ispahani Mirzapore uses a few
numbers of non- personal components like, TVC, Newspapers. It is the best known and most
widely discussed form of promotion, probably because of its pervasiveness. It is also a very
important promotional tool, particularly for Ispahani companies whose products are targeted at
mass consumer markets. Furthermore, it is the most cost effective way to reach large numbers
of consumers.

4.14. Out of home advertising:

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It includes Billboards, Street furniture, Alternative media and transit. Ispahni Mirzapore uses
Billboard advertising for some certain reasons. Like

 Wide coverage of local markets

 Frequency
 Geographical flexibility
 Creativity
 Ability to create awareness
 Efficiency
 Effectiveness
 Production capabilities
 Timeliness

http://www.ispahanitea.com/home/awards

4.15. Social media

Ispahani has been doing advertising through digital marketing which is also paid promotion.
40% advertising is given in social media and digital marketing platform. They often come to
Facebook page, Instagram, and You Tube for promotional activity and for promoting their
services.

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 IspahaniMirzapore Face Book pages

4.16 Awards

 IspahaniMirzaporeBanglabid Silver Efficacy

 IspahaniMirzaporeBanglabid Gold Native
 IspahaniTeaThe most chosen beverage brand in Bangladesh
 The Most Attractive Packaging Award Blender’s Choice Premium Bag-in-Bag Tea
Bags (Kantar Worldpanel Brand Footprint 2017)
 IspahaniMirzapore Tea No. 1 Hot Beverage Brand 2017
 IspahaniMirzapore Tea Best Local Brand 2017 Amongst local brands across all
categories
 IspahaniMirzapore Tea No. 4 Overall Brand 2017Amongst MNC & local brands
across all categories
 IspahaniMirzapore Tea No. 1 Hot Beverage Brand 2016
 IspahaniMirzapore Tea Best Local Brand 2016 Amongst local brands across all
categories
 IspahaniMirzapore Tea No. 4 Overall Brand 2016 Amongst MNC & local brands
across all categories
 The Most Attractive Packaging Award Blender’s Choice Premium Bag-in-Bag Tea
Bags (Kantar Worldpanel Brand Footprint 2016)
 IspahaniMirzapore tea Best Hot Beverage Brand 2015

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IspahaniMirzapore Tea No. 1 Hot Beverage Brand 2017

IspahaniMirzaporeBanglabid Silver Efficacy

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 Chapter 05

CONCLUSIONS AND RECOMMENDATIONS

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5.1. Summary of Findings
Ispahani is trading Tea business for many years. Operations from those years, It has been
established an unrivaled distribution network across the country. In Tea brand awareness it
found leader in the market available. Tea purchasing from company distributor also refers
Ispahani’s intensive distribution channel. Tea Stalls are aware much about the brand in Dhaka
city locality. In availability, preference, and purchasing Ispahani is still positions in first. A
constant growth of competitor is capturing the market wisely. Seylon has been considered here
as a close competitivebrand (threat) for Ispahani. Along with Ispahani Tea Stalls found satisfied
but the inclusion of quality failure claims. Tea Stalls never switch one brand to another
frequently which is good for the company having constant sales. In losing criteria Ispahani has
lost many of customers mainly because of quality failure and same for the competitors.

5.2. Conclusion
To be a market leader in Tea industry Ispahani has spent plenty of time and effort especially on
distribution channel to make it as intensive enough. Mostly studied Pareto principle refers
80/20 rule that 80 percent of any particular sector happens because of 20 percent of the
attempt behind market. Ispahani Tea has been followed the idea best possible to have today’s
position. As a Tea brand Ispahani has a greater brand value across the industry. Because of
some mismanagement it is losing potential market by the competitors available. This study is
considered as a little guide line to the present market scenario including few concepts to
overcome the situations.
The findings can be the partial information for solving those challenges defeating the
competitors. Dhaka city is a huge market for Ispahani as a whole especially at Hot Tea Stall. The
increased population in Dhaka is being termed as prospective market for the company. More
people mean more Tea drinkers and Dhaka city gaining the same concept of urbanization.
It requires many things to make brand more successful. Often it needs extension, re-branding,
penetration, development, promotion etc to be successful as well. A few changes in strategy
may drive a brand toward success as expectation. Ispahani Tea is operating as a separate
department and has that much freedom to set the strategies needed. For many years of
operation Ispahani dealing the Tea trade where prospect arrives. Ideas are the main means to
get accomplishment of Ispahani Tea. Flexibility and adaptation thinking makes an organization
to be survived. Ispahani does the same and needs much things having utmost sustainability.

5.3. Recommendations
Giving recommendations for the company betterment is an important part of intern report.
Analyzing the findings and own observation here I am submitting some recommendations for
various parties related to the study done.

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5.4. Recommendations for Company

In brand awareness Ispahani has stood first in consumer or buyer mind. But because of

awareness of marketing company is losing poetical market share significantly. It is said that, “Do
not expense little on marketing just invest wisely.” There is also another saying. “One who
stopped spending money on advertisement means the same as stopping clock for time out.”
Here suggestions for Ispahani’s strategic body as follows.
 Cycle men found less active in distribution. They do not go to provide Tea
to Tea Stalls regularly that’s why other brands are getting chance to
capture market respectively. May be they lacks proper remuneration
facility (as Tea Stall Owner Saying) and it needs redesigning.
 In report findings it is found that a significant percent of Tea Stall claimed
against quality consistency. I should be checked quality assurance as ISO
certification archived.
 City edged Tea Stalls like river bank market does not much aware about
branded Tea. Reason for that could be their economic class and buying
power. I appreciate it’s a potential market for branding by campaigning
Tea promotion and that will have the prospect as well.
 Market penetration strategy is needed to fill the gap between competitor’s
success and Ispahani’s failure.
 A well established brand like Ispahani deserves higher image than other. It
leads the company setting Tea price higher than the competitors. It is not
wise to reduce or set price as same competitors. It may harm brand image
badly. Here company can add extra amount of Tea in the same price for
different ranges of packages. This sales promotion is not only effective for
Ispahani branding but also increasing the sales. Over here Ispahani should
follow as Steven Bradley said, “Don’t try to give your customers best price,
give them the best value for the price.”

5.5. Recommendations for Sales People

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Sales people are the key successor for the company. Only these people secure revenue from
the prospect. Their achievable effort leads company to be successful. For Ispahani sales people I
suggest as follows.

 Ispahani Tea is successful mostly on intensive distribution channel. It has

established through years long effort. It’s found survey that Ispahani sales
responsible and cycle man do not go to Tea Stall on regular basis. This
makes distribution heritage weaker. I will appreciate to visit and give Tea
to Tea Stall regularly.
 Having a good relationship with Tea Stalls sales representative and cycle
man should behave well and it also found complain against the sales
responsible unexpected behavior.

5.6. Recommendations for Tea Stall Owner

Tea Stall owner plays a great role for Tea manufacturing company as well as for the Tea lover. I
would like to suggest Tea Stall owner as follows.

 Long lasted Tea liquor doesn’t mean the quality of Tea. It might be contaminated
with chemical. Profit is mandatory for business to be survived but it is much
essential to keep public health safety by using comparatively high priced branded
Tea in market available.
 Giving feedback about limitations to company may enhance sales at Tea Stal

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5.7. References
.
Http://www.ispahanibd.com (accessed in September 23rd,2014).
Http://www.banglapedia.org/HT/T_0110.htm (accessed in September
23rd,2014).
Kotler, Philip, and Gary Armstrong. Principles of Marketing. 13 thed, New Jersey:
Prentice Hall,2010-2011.
Pearce II, John A, Richard B Robinson, AmitaMital. Strategic Management. 10 thed.
New Delhi: the McGraw-Hill Companies,2008.
Salma, Umme. An Empirical Study to Find Out the Optimal Price for Hot Tea Shop
Consumed Tea and Measuring the Value for Money Perception (VFM Indexing) of
Mirzapore BOP. Dhaka: 2008.
(https://www.scribd.com/doc/18275394/Internship- Report-by-Umme-Salma -
accessed in October 10th,2014).
Schiffman, G. Leon, and Lazar LesslieKanuk. Consumer Behavior. 10thed. New
Jersey: Prentice Hall, 2010.
Bangladesh Tea Board. (http://www.teaboard.gov.bd)
www.ispahanibd.com

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5.8. Appendix
Questionnaire

Name of the Respondent:

Name of the shop:
Address:
Contact Number:

1. What type of TEA leaf do you usually use in your shop? (Local TEA= Locally Branded &
Area Based ) ( √)
Branded Tea
Local Tea
Loose Tea
2. Daily consumption of TEA(Kg)

3. What are the attributes of tea you consider while purchasing TEA? ( √ ) (Multiple
possible answers)
………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………
4. By whom do you purchase TEA ( √)
From Distributors
From Company
From Nearer Shop
Others (……………)
Answers of the questions no. 5 to 8 should be ranked on the box (Rank 1 to the highest)
5. If you are asked to mention one TEA company name, then which company’s name come
first on your mind? (If there are more than one answer then spontaneously rank from
the 1st)
6. Which TEA brand(s) is/are available in your area? (Rank 1 that is abundant most)
7. Which TEA brand(s) do you prefer most? (Multiple possible answer)
8. Which TEA brand(s) do you purchasing now? (Multiple possible answer)

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Brand Name Q. 5 Q. 6 Q. 7 Q. 8

Ispahani
HRC
Tetley
Seylon
Finley
Danish
Fresh
taaza

9.Are you satisfied purchasing current Brand? ( √)

Yes
No

10.Ifnotsatisfied, thenwhatisthereasonbehindthat?(√)(Thosewhoanswered „No‟in Q.9)

…………………………………………………………………………………………
………………………………………………………………………………………….
11.Duration of using current Brand:

12.What is your just previous brand?

13. Reason to switch

…………………………………………………………………………………………
…………………………………………………………………………………………
14.Did you ever purchase Ispahani? If YES then why you are not purchasing now (Those who answered
other than Ispahaniin Q.8)

Thank You

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5.9. Acronyms

ASO Assistant Sales Officer

BL Best Leaf
BOP Broken Orange Pekoe
BRD Broken Reddest
cs Confectionary Shop
CSR Corporate Social Responsibility
FFD Farmer’s Field Day
IAL Ispahani Agro Limited
MM Mirza Mohammad
DS Departmental Store
PB Promotional Billing
PD Premium Dust
TM Territory Manager
TO Territory Officer
VFM Value for Money
ASO Assistant Sales Officer
BL Best Leaf
BOP Broken Orange Pekoe
BRD Broken Reddest
CSR Corporate Social Responsibility
FFD Farmer’s Field Day
IAL Ispahani Agro Limited
MM Mirza Mohammad
DS Departmental Store
PB Promotional Billing
PD Premium Dust
TM Territory Manager
TO Territory Officer

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