1. BRAND Report
CAFÉ
NO CLARITY WITHOUT --CLARI-TEA-
CONSUMER ACCEPTABILITY
SUBMITTED TO: MR.SAAD ZUBERI
SUBMITTED BY: Group Name--innovators, MBA4th
SEMESTER
MEMBER ROLL NUMBER
WASEEM AHMED (Team-Leader) 63
FAIZAN RAZA KHAN 70
RANA ARSALAN 30
Hussain
Date: December 23, 2012
KARACHI UNIVERSITY BUSINESS SCHOOL (KUBS)
UNIVERSITYOF KARACHI

2. Brand Report
CAFÉ
PRE-LAUNCH RESEARCH -
CONSUMER ACCEPTABILITY
SUBMITTED TO: MR.SAAD ZUBERI
SUBMITTED BY: Group Name--Innovators, MBA4th
SEMESTER
MEMBER ROLL NUMBER
WASEEM AHMED (Team-Leader) 63
FAIZAN RAZA KHAN 70
RANA ARSALAN 30
Hussain
KARACHI UNIVERSITY BUSINESS SCHOOL (KUBS)
UNIVERSITY OF KARACHI
Date: December 23, 2012

3. TABLE OF CONTENTS
SERIAL
NUMBER TOPICS
PAGE
NUMBER
1
2
3
4
5
6
7
8
ACKNOWLEDGEMENT
ABSTRACT
INTRODUCTION
Background & Opportunity Statement
Research Objectives
Hypothesis
LITERATURE REVIEW
Methodology
Research Design
Sampling Design
Limitations of the Study
DATA ANALYSIS
Data Analysis For Organizations
Data Analysis For Students
CONCLUSION
Facts & Conclusion
Bibliography
APPENDIX
1
2
3
4
5
6
7
15
16
17
18
19
20
40
55
56
58
59

4. 1 | P a g e
ACKNOWLEDGEMENT
Acknowledging any people in a mere word or phrase is a very difficult job. We would
like to pay our sincere thanks to all those people who helped us during this Brand
project work for their guidance and invaluable advice.
First and foremost, we express our sincere ineptness to the Almighty for bestowing us
with favorable circumstances and keeping us in the high spirits. This project is the end of
the product of valuable contribution of the many persons to whom, we remain
indebted.
This report would not have been possible without the support of our Course Instructor,
Mr.Saad Zuberi. Therefore it is a great pleasure to acknowledge his invaluable support
at each level of our report.
We are highly thankful to all the people, related directly or indirectly, the respondents
for being cooperative and sparing their valuable time from their busy schedule; without
whose help this report wouldn’t have proven meaningful.

5. 2 | P a g e
ABSTRACT
The report is to conduct a pre-launch regarding ‘Consumer Acceptability towards a
Flavored Tea Café’ named Café Clari-Tea. (This effort was being made to judge concept
is feasible where the target audience comprised of youngsters students) and companies.
The outlet has open at Clifton, preferable for us to open our Café.
The students and the organizations would prefer and accept the flavored tea concept.
Furthermore we wanted to offer Conference Room facility to the organizations, which
was not available at any other place. The offer of a Conference Room facility, which will
provide successful benefits for our brand
Clifton is a much more viable location to establish the Tea Café due to the following
reasons:
a. Students and organizations at Clifton spend and budget more than the other area
b. The Organizations at Clifton are more supportive towards the Conference Room
facility
c. Organizations at Clifton have given positive views & turnover regarding Flavored
Tea much better.
d. Customers will pay premium prices of our brands due to their purchase power

6. 3 | P a g e
Tea isthe most popularbeverage thathasservedatboth professional and social gatherings all over the
world.InPakistanitis regardas a staple fooditemfora common manto the white collarexecutivesand
has been an integral part of our culture and heritage. But further more it has been observed that it is
becoming popular in the youngsters as well. Tea is of such significance in the daily lives of the people
that Pakistan’s monthly imports amount to more than 11 million kilograms worth Rs. 2.5 billion
(Pakistan Tea Association).
INTRODUCTION

7. 4 | P a g e
Industry and Market Analysis

8. 5 | P a g e
Is Pakistan the biggest buyer of BLACK TEA? – Extracts
Tea is commonly used as beverage in almost all over the world. Pakistan is the fourth largest tea
importerinthe world,afterRussia,UKand Egypt. Pakistanhasa marketof over140 to 170 millionkgfor
black tea, which is imported from 21 countries including Kenya, Indonesia, India, Bangladesh and Sri
Lanka. Black tea is the only kind of tea that is subject to international quality regulations.
To meet the demand, Pakistan imported tea worth $120 million in 1998-99, which rose to $210 million
in 1999-00, showing an increase of over 65 per cent. Its imports were Rs9.611 billion in 2001-02,
increased to Rs12.965 billion in 2006-07, Rs12.653 billion in 2007-08 and Rs17.417 billion in 2008-09. It
further rose to Rs22.712 billion in 2009-10. The imports during the nine months, July-March 2010-11,
were as high as Rs22.329 billion. It is estimated that at the end of this decade Pakistan would be the
biggest buyer of black tea in the world.
The per capitaconsumptionof teain Pakistanisabout one kilogram and is continuously increasing due
to increase indemand.The average annual per capita consumption in the world is 0.75 kg. The average
consumption in the US is 0.35 kg, Australia 2.7 kg, Iran 2.4 kg, Sri Lanka 1.45 kg, India 0.52 kg, China 0.3
kg, and Japan 0.94 kg and in Turkey it is 2.15 kg. About 170,000 tonnes tea was imported in 2010. The
average annual tea imports come to Rs17.417 billion during 2008-09 that was a massive burden on the
national exchequer.1
Tracing Tea – Extracts
Each Pakistani consumes, on average, one kilogram (2.2 pounds) of tea each year. Annual
imports total $220 million, which approximates to 225,000 pounds of black tea and 2,200
pounds of green. In addition to this, estimates for the amount of tea smuggled into the country
range from 110,200 to 132,300 pounds. Traditionally, Kenya has provided up to 80 percent of
Pakistani tea imports, giving Lipton substantial market share, but India is also keen to get in on
the act, as much as tripling its exports to Pakistan in the 2008-09 financial year. Political
wrangling and infrastructure problems have restricted the seemingly obvious Indo-Pak trade in
the past, but the Indian Tea Board remains optimistic, predicting that Pakistan will import 55
million pounds of Indian tea between 2007 and 2010.2
1
Ismat Sabir. "Is Pakistan the Biggest Buyer of BLACK TEA?" Pakistantoday.com.pk. Pakistan Today, 22 Jan. 2012.
2 Sophie Ibbotson and Max Lovell-Hoare. “Pakistan's fledglingtea industry”. "TracingTea." Fresh Cup MagazineMay 2009

9. 6 | P a g e
TEA MANUFACTURING PROCESS3
3 Sophie Ibbotson and Max Lovell-Hoare. "TracingTea." Fresh Cup MagazineMay 2009

10. 7 | P a g e
FLAVORED TEA
A flavored tea is any tea (and by tea, we mean a "true" tea or one that contains leaves from the actual
tea plant camellia sinensis) that has flavor added to it of one kind or another.
The two most common types of teas that have additional flavorings added to them are black tea and
green tea. You will find flavored oolong and white teas too, but they aren't nearly as common.
There are an immense amountof flavoredteasavailable today,particularlyflavoredblackteas.Whether
you want oranges, almonds, various other fruits, even candy cane, almost certainly there is a flavored
tea out there for you.
Yet, several things to keep in mind, particularly in regards to flavored black teas. Black tea is a strong
brew.It iscommonfor the taste of blacktea to overwhelmthe othertastesthatare infusedintothe tea.
Andthisbecomesevenmore soif youadd milk/creamorsugarto the tea.I've tried many "orange black
teas"hoping for a nice orange taste only to be greeted by a very strong black tea taste with hardly any
taste at all of orange.Whetheror notthiswill happentoyoudependsonthe type of flavored black teas
youget, the amount and quality of infused ingredients that provide the flavored taste, as well as how
you brew the tea itself.
For people new to flavored teas, give strong thought to first trying out a flavored green tea instead -
particularlyif youenjoy a quality green tea now. Green teas do not have nearly the "potent" taste of a
black tea. As such, I find flavored green teas to more fully reflect the flavor that has been added to
them.I personallyamhopelesslyaddictedtogoodlemon green teas and various "mint flavored" green
teas.
Finally,note thatmanyherbal teasare "flavored"toone degree oranother.However,no herbal tea can
everbe a "true flavoredtea"since herbal teasdoNOTcontainactual tea leaves! It's a small point, to be
sure,butone worthremembering.Because of this,always keep in mind that a true flavored tea has, as
its base, actual tea leaves (black, green, oolong or white). By contrast, a herbal tea has, at its base, no
tea leaves whatsoever.4
4 Walter Conney."Flavored Tea." Teadiscussion.com.TeaDiscussion.Com,Nov. 2011.Web. Mar. 2012.

11. 8 | P a g e
TYPES OF TEA
White tea does not mean black tea with milk, as is commonly thought.
Differently from 0% fermented green tea, white tea is slightly fermented (10-
20%). The dry leaves of white tea have a silky texture from the fine white hairs
that cover each shoot. White Tea is similar to green tea but more delicate in
flavor as the leaf is picked whilst it is still young. It is therefore milder in flavor
and contains more anti-oxidants than green tea, making it one of the healthiest teas available.
Drinking white tea is a tasteful way to benefit from the micronutrients that enhance immune
system functions, and improve skin condition. White tea is presently experiencing a boom in
popularity.
Green tea is the variety which keeps the original color of the tea leaves without
fermentation during processing. The leaves are heated just right after picking in
order to stop the process of oxidation. It is hand-fired in pans to completely halt
this process while preserving the fresh, open meadow aroma and flavor within
the dried leaf. By minimally processing the leaves, the tea's nutrients are
unaltered and the high levels of antioxidants are preserved. The final drying techniques finish
the leaf to create its ultimate appearance when dry.
The health of green tea has been recognized worldwide. Scientific research indicates that green
teas have medical benefits which are preventing conditions such as: cancer, rheumatoid
arthritis, high cholesterol, cardiovascular disease, infections and impaired immune functions.
Oolong tea is a semi-fermented tea, combining the best qualities of green tea
and black tea. Oolong tea is not only as clear and fragrant as green tea, but also
as refreshing and strong as black tea. It natural aroma would linger in your
mouth and make your throat much comfortable.
Oolong tea is helpful in anti aging, reducing high blood pressure, preventing heart disease. It
can also help digesting, refresh yourself and sober up. It is a world famous natural health drink.
Black tea, known as "red tea" (hong cha) in China, is a completely fermented
tea. It is a later variety developed on the basis of the green tea. The production
of Chinese black tea includes mainly four procedures: withering, rolling,
fermenting and drying. Chinese black tea is mainly for exporting due to the
flavor of Western tea drinkers, even if it used to once stopped during the war
during which Indian and Sri Lanka black tea was taking the majority part of the international
black tea market with their thick leaves with strong flavor. Nowadays, Chinese black tea is still
keeping popular in the world.5
5 Jeremy Lazenby.“Types of Tea”. TheTeaCentre.com.au. Jan. 2012

12. 9 | P a g e
FLAVORS
ENGLISH BREAKFAST TEA
Accounts of its origins vary. Drinking a blend of black teas for breakfast is indeed a longstanding
British custom. The practice of referring to such a blend as "English breakfast tea" appears to
have originated not in England but America, as far back as Colonial times. An additional account
(referencing a period-era "Journal of Commerce" article) dates the blend to 1843 and a tea
merchant named Richard Davies in New York City. Davies, an English immigrant, started with a
base of Congou and added a bit of Pekoe and Pouchong. It sold for 50 cents a pound, and its
success led to imitators, helping to popularize the name.
English Breakfast tea is a traditional blend of teas originating from Assam, Ceylon and Kenya. It
is one of the most popular blended teas and the most common form of British tea culture. It
was initially known simply as Breakfast Tea, and was popularised by Queen Victoria.
English breakfast tea is a black tea blend usually described as full-bodied, robust, and/or rich,
and blended to go well with milk and sugar, in a style traditionally associated with a hearty
English breakfast.
The black teas included in the blend vary, with Assam, Ceylon and Kenyan teas predominating,
and Keemun sometimes included in more expensive blends. Common brands of English
breakfast tea include Typhoo, Twinings, Dilmah and many own brands.
The name "English breakfast" can be misleading to British nationals staying in North America,
since many of the most popular brands of English tea bags (including Tetley, PG Tips and
Yorkshire Tea) do not contain fermented teas (like Pouchong) and are more often a mixture of
Indian or African leaves (often tips) that might be labelled as "Orange Pekoe" in North
America.6
MASALA CHAI
The traditional masala chai is a spiced beverage brewed with different proportions of so-called
"warm" spices. The spice mixture, called Karha, uses a base of ground ginger and green
cardamom pods. Other spices are usually added to this base or karha. For example, most
masala chai found on the street, in restaurants or in homes incorporates one or more of the
following along with ginger and cardamom, namely: cinnamon, star anise and/or fennel seeds,
peppercorn, and cloves. In the Western world, using allspice, to either replace or complement
the cinnamon and clove, is also common.
Traditionally, cardamom is a dominant note, supplemented by other spices such as cloves,
ginger, or black pepper; the latter two add a "heat" to the flavor and the medicinal aspect of
6 ZoeAnn Holmes. "English BreakfastTea - Food Resource - Oregon State University". Retrieved 2010-12-07

13. 10 | P a g e
the drink. The traditional composition of spices often differs by climate and region in Southern
and Southwestern Asia.7
IRISH BREAKFAST TEA
Irish breakfast tea is a blend of several black teas, most often Assam teas. Many tea producers
make Irish breakfast tea blends specifically for the United States market. Irish brands Lyons,
Barry's, Nambarrie's, and Punjana are heavily weighted toward Assam. Because of its strength,
Irish breakfast tea is commonly served with milk, but may also be consumed plain or with
lemon or sugar. In Ireland, where milk and dairy products are traditionally a major part of the
diet, most people drink tea with milk. Irish breakfast tea is often drunk in the morning as a
result of its strong flavour and caffeine content, which is higher than green, oolong, or white
teas. It is also taken throughout the day and evening due to its smooth and sweet texture.8
7 Diana Rosen. Chai:the SpiceTea of India.Pownal,Vermont: Storey, 1999.
8 James Norwood Pratt. (1999). New Tea Lover's Treasury. PublishingTechnology Associates.ISBN978-0974148601

14. 11 | P a g e
Flavored Tea International Suppliersandtheir Contacts
J.C. ENTERPRISES (PVT) LTD
637 / 2, SirimavoBandranayake Mawatha,Colombo-14,Sri Lanka
Telephone:94-11-2385407 Mobile Phone:0094 717 891 890 Fax: 94-11-2385403
Website:http://www.jcexport.com&www.frameworkmetal.com
XIAMEN EASY-TIMEHEALTHY FOODS CO., LTD.
No.203-204,LvlingRoad.Xiamen,Fujian,China
Telephone:86-592-5599731 Mobile Phone:13950062968
HSC INTERNATIONAL PTE. LTD
18, BoonLay Way# 10-153, 18@tradehub21, Singapore Zip:609966
Telephone:065---68424600 Mobile Phone:065-96362892 Fax: 065---68424300
NETKENIC TEA CENTRE LTD.
267 - 5th St.,Courtenay,
B.C.,Canada, V9N 1J5
Telephone:1-250-338-6832
Toll Free:1-866-232-7284
Causes for choosing a category
Before starting the selection of category & Brand we came across two facts through our
observations.
The firstreasonis that the people donothave few choices at the tea time. By choices we mean
variants they would want experience. These variants shall pertain to flavor they can opt for.
What if there is a demand for a potential flavored tea with a distinct concept.
The second reasonwe have made is that people discussmajorissuesof their affairs at tea time.
To have tea,what theyhave isa hotel,restaurant,canteenora tea stall. Hotels and restaurants
become expensive andonthe otherhandtheydo not have choice for the customer to have. On
the otherhand we have a tea stall,whichisverycheapbutdo not possessanimportantvariable
of privacy,usuallyunhygienicenvironment,noisepollution and one can definitely not organize
or engage a meeting, discussion and etc. over there.

15. 12 | P a g e
Here existsthe opportunity.We plantoopen up a new Tea Café named Café CLARI-TEA, where
we shall provide our customers more than 150 variants of tea in an all distinct outlook.
Brand Name: Café Clari-tea’
Therefore we look forward to launch marketability and ascertain the scope of the market, for
our concept ‘Flavored Tea Café: Café Clari-tea’
Café Clari-Teaisteaand otherbeverage café where the people shall have the taste of flavored
tea for the first time. We have been researching a range of tea flavors all over and found that
there are many Tea cafés in Karachi, but none of them have been able to offer flavors and
varieties of tea to the people.
In the process we are targeting students and organizations as our focus customers. We would
like totestour propositionsfortheir acceptability and adoption of the concept of flavored and
varieties of tea, with augmented services.

16. 13 | P a g e
What does Clari-Tea refers to?
The concept hasbeenderivedfrom the word ‘Clarity’. A lot of us have heard, experienced and
observed that tea has been associated with cogitating, composing, brainstorming and etc. For
instance,assoonas he tooka sip of tea ‘anideastruck hismind’. Sothe concept is no different,
Clari-teaexplainsthe clarityof Vision,Mission,Objectives,Idea, Concept and Direction, as soon
as you take sip of tea.
Brand objectives
The objective iswhatwe are tryingto accomplishthroughthisreport.Ourobjectivesare closely
relatedtothe statementof problem.Inadditiontostating the reasonsforinitiating the project,
the objectives help to ensure that the brand will be successful.
Our core objective is to marketability of our concept and ascertains the scope of the market.
Ascertainment of the scope of the market shall yield us a panoramic view as to whether the
concept is acceptable and feasible.
During Branding we are aiming to key focus on:
a. High level of quality would have to be maintained
b. Offer tea variations and flavors
c. Provide augmented benefits shall be provided with the tea at the café
d. the segments,alreadyaimed(Organizations,andYoungsters) tobe targetedare viable to
market the concept
e. price range be associated with each of our variations

17. 14 | P a g e
Brand Awareness
As we are launchniche brand sowe are adopt our awarenesscampaignslightlydifferentfromothers.We
are notdirectlycompetingwithmajortea brands.
We create our brandawarenesstothe below
By goodbrand awarenessthe conceptof ourbrand Café Clari-teawill be acceptedbyourtargetCustomers
Brand Associations(Clari-Tea)
We provideyou a Conference roomfacility
We provideyou a LIVE Tea facility
We ATTEND every Customer as our Partner
We provideRefreshing Tea
We offer interactive Environment
Brand Tag Lines
Fun-Learn-Entertainmentwith variety of Choices of Tea
We have offer many flavors
 English Toffee Tea  Chocolate Latte  French Vanilla
 Masala Tea  Saffron Orange Tea  Earl Grey
 Irish Breakfast  English breakfast Tea  Honeydew
 Almond  Coconut
We have focused on the taste preference of people. English Toffee, Chocolate Latte, French
Vanilla and Masala Tea would be more preferable, this would help us in determining pre-launch
demand analysis.

18. 15 | P a g e
Brand Theme
Restaurants usually prove to be expensive, while tea stalls lack privacy and are too noisy. So
we provide a tea café where you will get your choice of tea
The Customers have shows preference and acceptability towards Tea Café.
People have responded positively towards the concept of a tea café.
Promotional Mix usedby the Clari-Tea
PRODUCT
Flavored Tea Beverage
PROMOTION:
Café –Intenet---Socialmedia---BTL
Branding: red color (main brand interior decoration), aspect of refreshing,
Trade name: Clari-Tea
Brand personality: Freshness, Healthy, Innovative, etc.
Brand equity: We providea quality, consistent, innovativeand accessible tea
reputation.
Marketing considerations
Productlife cycle: Clari-tea is a productat introductory level so wefinding new
multiple segments to differentiate themselves.
PRICE
The pricing strategy are following for Clari-TeaL is costoriented as the price that we
charging is comparatively depend on as per Flavors
Price varies according to cost and even in high quality which we claiming our price is
low as compared to offer our services.
People:
We servethe people with great care

19. 16 | P a g e
Place: We target young generation, corporate sectors, socialgathering
CHANNELS OF DISTRIBUTION
Cafe
Something Extras
We have offer also following side menu items
 Patties Puff Pastries  Samosas  Club Sandwiches
 Muffins  Biscuits  Fried Chicken Wings
The taste preference of people regarding Side Menu items like Biscuits, patties and
sandwiches have been found to be the most demanded and favored items. This information
shall yield us to decide which of the side menus shall be of high demand.

20. 17 | P a g e
Brand Positioning
1-Uniqueness
Offer variety of flavors
2-Credibility
• Reliable
• Having a sustainable quality.
• Easy accessibility.
3-Brand fit to target Audience
• Match the needs of target market
• tastes & quality fulfills the expectations of customers.
• It is fit to demographic segments.
4-Attributes & Features
• It is very attractive package for the Customers
• It is a Different styles of tea.
• It is available in 150 flavours
5-Benefits
• Its natural and special kind of recipe makes
• Good quality
• Reliable brand
6-Beliefs and Values
• Give pride and confidence
• Friendly with homemade appeal
• Approval of family and friends
7-Brand Persona
• It is sophisticated in nature
• It is a tea friend cafe

21. 18 | P a g e
Strategies andTactics for creating awareness andgenerating trials
As the strategy is that café will be offer cup of tea to taste the different
flavors in order to establish the brand as well as creating awareness to the
customers with using string brand awareness
The Customer who visit us trials the tea & accept our brand
They will further recommendations to others
Corporatesector is very important for us becauseit will establish our
brand image
Extensionof Brand
1-After successfullaunch & make brand equity we will launch FMCG
products in different packing’s for retails sale (please see the
advertisement)
2-Offer franchisein different locations to others who suits us for
partnerships
CONCLUSION
 It has observed that tea is very significant among executive meetings and young
generations
 we came to know that companies schedule 2-4 meetings each month, being 1-2 hours
long of which more than 60 percent meetings are arranged outside the office premises.
As we are planning to target the companies for our Tea Café, so this information has
given us direction of demand.
 The meetings which are held outside were found to be arranged at both hotels and
restaurants. Through this we found that we might have to compete with them as well,
as we plan to cater to the needs of companies.

22. 19 | P a g e
 The majority of the companies is satisfied and thinks that the charges at hotels and
restaurants are affordable and service satisfactory, but there are many companies which
were not convinced the level of service they experience. This shows a market opening
for us to capitalize upon.
 It was also found that Hot Milk Tea and Green Tea were the most popular tea types
among companies. And we have Hot Milk Flavored tea; therefore we can market our
products as well.
 The flavored shall be acceptable among the outdoor office meetings of which Caramel
English Toffee, French Vanilla, Chocolate Latte and Masala Tea would be most popular.
Among students English toffee, Chocolate latte, French Vanilla and Saffron Orange were
being observed to have most popular flavors.
 We discovered that students would prefer flavored tea and are inclined towards the
concept of flavored tea at Tea cafés.
 we found out that usually Conference Room facility was found in the competitive
locations where the companies schedule their meetings. Furthermore the the concept is
acceptable to the companies.
 It was also found that club sandwiches, patties and biscuits are the most preferable
among the side menu offers provides additional varities.
Regarding acceptability of a ‘Tea Café (Café Clarity) providing Flavored tea to the target
audience and a special Conference Room facility exclusively for companies to arrange their
outdoor meetings we conclude that:
 Acceptability of both students and organizations
 The Conference Room Facility though acceptable
 It might be easy to position our concept there, as they might be more likely to pay for
the facilities.
 Students at Clifton also have high spending pattern and with their inclination towards
the concept, it would be useful and easy for us to position our product there.

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