Wednesday, May 6, 2020

Tetley Tea Alternative Advertisement - 9302 Words

Contents Executive Summary 3 Tea in Pakistan 4 Headlines 4 Trends 4 Competitive Landscape 5 Prospects 6 Category Data 8 Company Snapshot 11 SWOT ANALYSIS FOR TETLEY 13 Buyer Analysis 16 Brand Loyalty 16 Demographics 16 Consumer awareness 16 Factors related to Consumer Behavior:- 16 Who buys the product? 17 Market segmentation 18 Target Market 18 Market Segmentation Basis 18 Demographics 18 Age 18 Education 18 Income 18 Use Situation 19 Use Related 19 BENEFIT 19 Goals 19 Selection of Goals 20 Positive Motivation 20 Rational vs. Emotional Motives 20 Success and Failure Influence 20 Substitute Goals 21 Arousal of Motives 21 Maslow’s Needs 21 Attitude Formation of Tetley 21†¦show more content†¦While the majority of tea is sold through retail outlets, foodservice volume sales increased at a faster rate in 2009, 7%, than retail volume sales, 5%. Small independent restaurants, which are present throughout the country, particularly in rural areas, are the key sellers of food service tea. Small independent restaurants that sell inexpensive food also sell loose tea. These restaurants are widespread throughout Pakistan and are found in both rural and urban areas. Restaurants that target middle- and upper-income groups generally sell packaged/branded tea. Lipton and Tapal are the key brands which are used by foodservice channels. In addition to retail sales through restaurants, almost all small and large grocery stores carry packaged tea as one of their main products. There are, however, speciality tea shops in key areas that sell a large variety of loose tea. The price of tea per kg increased by 43% to PKR408 in 2009. Black standard tea bags suffered the highest price increases in 2009, jumping by 46%. Tea prices increased on a global scale in 2009, as a result of poor harvests in Kenya, Sri Lanka and India, while the situation was exacerbated in Pakistan due to its rupee losing value against the US dollar. As Pakistani consumers become increasingly aware of Western trends and lifestyles they have been drawn to fruit/herbal tea. Local producers have been quick to capitalise onShow MoreRelatedTapal Danedar Marketing Mix3370 Words   |  14 PagesPRICING AND PRICING STRATEGY 10 DISTRIBUTION CHANNEL 11 DESIGNING THE CHANNEL 12 MEETING THE CHALLENGES IN FACING CHANNEL MEMBERS 14 BIBLIOGRAPHY 15 Product Attributes Tapal Danedar and Family mixture are the largest selling tea brands of Pakistan. The brand was born from its inherent granular ingredient. Currently, the brand name has become generic and was even used later by Lipton, after which Tapal launched its own campaign called Asli Tapal Danedar. In this way, the brandRead MoreImpact of Celebrity Endorsement with Non-Celebrity Endorsement8007 Words   |  33 Pageswho are socially prominent, allowing companies to advertise their products with statements like as used by such-and-such an actress, or the official product of company/event X. 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