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Marketing ResearchFinal Term Report
Wahaj Hussain
Marketing Mix (4p’s)
Product
Pricing
Place
Promotion
PRODUCT
The Core
o Tea Beverage
The Actual Product
o Packaging and labeling: See the picture
o Branding: red color, aspect of refreshing, hard pack and soft pack both.
o Trade name: Tapal Danedar, a TAPAL product
o Brand personality Freshness, Healthy, Innovative, etc.
o Brand equity: Tapal Danedar provides a quality, consistent, innovative and accessible tea reputation.
PRICE
Tapal follows high-medium price strategy in which it offers high quality tea at reasonable prices. Tapal also follows a Going Rate Pricing strategy, in which it bases its price largely on competitors’ price that is Unilever. Unilever being the market leader always sets the price, and then Tapal accordingly allocates its prices, always lower than that of Unilever. Tea prices have fallen over the years which are because of reduced import duties and costs. Besides taking the competition into account, Tapal does cost plus pricing
PRICE COMPARISION
PLACE
In the beginning the company sole aim was to capture the tea market of Karachi, as they were already in tea business here, only and then strategically build there network to other cities of Pakistan.
Now Tapal has a distribution network spread across Pakistan, from Karachi to Khyber with over 410 distributors, Extensive training programs are provided for the devoted sales personnel. The popularity of its fine brands is unabated, making it the No.1 national tea company in Pakistan.
Tapal has a wider distribution coverage in the South where as Unilever has better distribution in the North. Therefore, Tapal’s main objective is to increase their sales in the North. It ensures that it places its tea in the same outlets as its competitors in order to maximize availability. The distribution coverage of Tapal is as follows:
Karachi 14%
Lahore 34%
Islamabad 18%
Sukkur 22%
Hyderabad 12%
Tapal caters to its customers by providing Tapal Danedar and Family Mistures to more than 140,000 outlets in Pakistan, which include superstores, department stores, general stores, medical stores, paan walas, grocery stores, merchants, etc. Grocery stores and merchants together provide 80% volume of the tea sales.
PROMOTION
Danedar performance
Major Activities 2008-2009
Launch of Danedar Hard Pack
We transformed our Soft Pack to Hard Pack with the use of the following communication platforms
Sales Briefing Sessions
Pack Revealing Ceremony
Press Conference
Press Advertisement
Tactical TVC Airing
Radio Commercial Airing
Bill Board Advertisement
Shop Signages
Instore Branding
4. Marketing Mix (4p’s)
Product
Place
Price
Promotion
The marketing mix principles are controllable variables
which have to be carefully managed and must meet the
needs of the defined target group. All elements of the mix are
Linked and must support each other.
5. Product
Product Decisions
Branding
Quality
Benefits offered
We must remember that Marketing is fundamentally about providing the correct bundle of
benefits to the end user, hence the saying ‘Marketing is not about providing products or
services it is essentially about providing changing benefits to the changing needs and
demands of the customer’ (P.Tailor 7/00)
Features
6. Pricing
Penetration
Skimming
Pricing Strategies
Competition
Product Line
Pricing is the only mix which generates a turnover
for the organisation. The remaining 3p’s are the
variable cost for the organisation. It costs to
produce and design a product, it costs to distribute
a product and costs to promote it. Price must
support these elements of the mix. Pricing is
difficult and must reflect supply and demand
relationship.
Bundle
Psychological
10. PRODUCT
The Core
o Tea Beverage
The Actual Product
o Packaging and labeling: See the picture
o Branding: red color, aspect of refreshing, hard pack and soft pack
both.
o Trade name: Tapal Danedar, a TAPAL product
o Brand personality Freshness, Healthy, Innovative, etc.
o Brand equity: Tapal Danedar provides a quality, consistent,
innovative and accessible tea reputation.
11. PRICE
Tapal follows high-medium price strategy in which it offers high quality tea
at reasonable prices. Tapal also follows a Going Rate Pricing strategy, in
which it bases its price largely on competitors’ price that is Unilever.
Unilever being the market leader always sets the price, and then Tapal
accordingly allocates its prices, always lower than that of Unilever. Tea
prices have fallen over the years which are because of reduced import
duties and costs. Besides taking the competition into account, Tapal does
cost plus pricing
13. PLACE
In the beginning the company sole aim was to capture
the tea market of Karachi, as they were already in tea
business here, only and then strategically build there
network to other cities of Pakistan.
Now Tapal has a distribution network spread across
Pakistan, from Karachi to Khyber with over 410
distributors, Extensive training programs are provided for
the devoted sales personnel. The popularity of its fine
brands is unabated, making it the No.1 national tea
company in Pakistan.
15. Tapal has a wider distribution coverage in the South where as Unilever
has better distribution in the North. Therefore, Tapal’s main objective
is to increase their sales in the North. It ensures that it places its tea
in the same outlets as its competitors in order to maximize
availability. The distribution coverage of Tapal is as follows:
• Karachi
• Lahore
• Islamabad
• Sukkur
• Hyderabad
14%
34%
18%
22%
12%
Tapal caters to its customers by providing Tapal Danedar and Family
Mistures to more than 140,000 outlets in Pakistan, which include
superstores, department stores, general stores, medical
stores, paan walas, grocery stores, merchants, etc. Grocery stores
and merchants together provide 80% volume of the tea sales.
19. Launch of Danedar Hard Pack
• We transformed our Soft Pack to Hard
Pack with the use of the following
communication platforms
•
•
•
•
•
•
•
•
•
Sales Briefing Sessions
Pack Revealing Ceremony
Press Conference
Press Advertisement
Tactical TVC Airing
Radio Commercial Airing
Bill Board Advertisement
Shop Signages
Instore Branding
20. Consumer Promotion on Hard Pack
• A CP was offered in Ramadan to
facilitate the transformation from
Soft Pack to Hard Pack
• The CP was put forward with the
following support
–
–
–
–
Tactical TVC Airing
Radio Commercial Airing
POS Support
Bill Board Advertisement
21. Launch of Danedar’s New Thematic
• Thematic campaign was also
launched with complete ATL
and BTL support
• The TVC was aired on
–
–
–
–
–
–
–
–
GEO Entertainment
GEO News
HUM TV
ARY Digital
ATV
Express News
KTN
APNA
22. Launch of Danedar’s New Thematic
• The campaign also became part
of
“Weekly
and
Monthly
Magazines”
• The commercial was also aired on
different radio stations such as
–
–
–
–
–
–
FM 107
FM 106.2
FM 103
FM 105
Power 91
Power 99
23. Launch of Danedar’s New Thematic
• Bill Boards of the new thematic had
been placed all across. Following
were the cities covered
–
–
–
–
–
–
–
–
Karachi
Lahore
Rawalpindi
Multan
Sukkur
Gujranwala
Faisalabad
Hyderabad
24. Consumer Promotion on Danedar Tea Bags
• A CP was offered in the month
of March which ran nationally
across all channels
• A “Glass Mug” was offered free
with every box of DD TB 200g
• The CP was put forward with
the following support
– POS material
– Radio Commercial
– Mobile Backlighted Vans
25. Consumer Promotion on Jar
• A “price off” CP ran nationally to
arrest the decline in Jar’s sales
• Rs. 10 off was offered on every jar
• The CP was supported through
posters
26. Demonstration Activity
• On ground demo activity for Danedar began
from February 09
• Objectives
– Awareness generation
– Trail amongst non users of the brand
– To have direct consumer contact
• Mechanics
– A kiosk was to be placed at a prominent place
with Danedar Umbrellas and banners installed all
across the streets
– 2 female promoters announced the activity in the
neighborhood and handed over leaflets talking
about the activity
– Housewives were invited at the activity
30. • Danedar 1000 gms pouch with Free Ice
Tea Sachets in Ramzaan on 200 tons
and achieved it 100%.
31. • DD 100 and 200 grams incentive trade
level activity in October 2009
• We managed to achieve a total sales of
913 tons in two months in these two
SKUs.
32. ATL
• Tapal Danedar Hardpack TVC was aired
from 24th Nov to 6th Dec 2009.
• Sponsorship of Love Aaj Kal at Cineplex
Karachi in July 09
• Sehri and Iftari transmission branding on
APNA TV
• CCTV Advertising in all airports across the
country.
34. Danedar Attack Plan
• The focused town attack plan will start in the
Month of March
We will storm the town with a two pronged
activity that will activate the trade as well as the
consumer.
• On the consumer level, we will conduct Demo’s
in Mohallahs of selected towns.
• On the trade level, we will conduct an interceptor
and converter activity.
• There will be a total of 19 towns that will be
covered in this activity.
35. 200 gms with Free Ice tea can
• To stablize our sales and increase shelf
takeoff, we have planned a CP on the Danedar
200 gms SKU.
• Planned for the End of March 2010
• We will offer a Free Ice tea can with the
purchase of 2 DD 200 packs.
• The unit will be packed as one, offered for Rs.
198/-, where the consumer saves Rs. 30.
• This promotion will be supported by POS and
hoardings, and we can also use the radio
medium for selected focused towns.
36. Teabag with Mug CP
• Strengthen the demand side of Danedar Tea
Bags / boost offtake of the SKU
• Generate trial amongst non users of the brand.
Convert competition in the same category
• Increase forward stock and stock depth within
shops
• This activity will start from the 20th of Feb 2010.
• Communication tools will include POS, Radio,
Hoardings, and ATL communication.
37.
38. ATL
• Thematic airing from Jan 25th to Feb 15th.
• Teabag ad airing from Feb 25th to Mar 12th
• Thematic release of 2nd film Tapal
(tentative)
• Danedar Thematic from End March for 20
days