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Marketing theories and practices PDF

Added on - 20 Jan 2022

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MARKETING THEORIES
AND PRACTICES
Submitted to: MadamAyesha Pervaiz
Group Members
Asad Ali Zahid
Fahd Naveed
Marvi Ashok
Marvi Sohail
Saad Kazim
Khrram Rehma! Alvi
MBA 2K13 -A
EXE!"#$E S!MMA%&

The"ro"osed"ro#e$%re"or%is%hemarke%i!&"la!'or(Ta"alDa!edar
E!velo"e%ea)a&s*+E!velo"ed%ea)a&sarei!%rod$ed,rs%%imei!%he
Pakis%a!-smarke%).Ta"al+The!i/eselli!&"ro"osi%io!o'e!velo"e
%ea)a&s is %heir a)ili%. %o re%ai! 'resh!ess a!d smell 0hile "rovidi!& o"%imm
%as%e a!d aroma+ I% also has %he!i/e /ali%ies o' )ei!& s%a"le 'ree a!d
mi$ro0ave 'rie!dl.+ Ta"al Da!edar e!velo"e %ea )a& 0as i!%rod$ed i! %he
marke% 1 mo!%hs a&o 0i%h i%s %a&li!e2 (Ki!& o' %ea)a&s* ho0ever2 Ta"al2 !o%
)ei!&a)le %oe3e$%ivel.$rea%ea0are!ess amo!&s% %ar&e% marke%is%he
ma#or isse+ A"ar% 'rom %ha% %he $o!%e!% o' %heir adver%iseme!%s a!d %he
"romo%io!al $am"ai&! !o% )ei!& i!4li!e 0i%h %he $o!$e"% o' (Ki!& o' %ea)a&s*
is 0ha% 0e have 'o$sed o! %his re"or%+ The re"or% $o!sis%s o' %he de%ailed
marke%i!& "la!+
"ab'e o(o)te)ts

E5EC6TI7ES6MMAR8+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 9
9+COMPAN8 INTROD6CTION AND PRO:;EM IDENTIFICATION++++++++++++++++++++++++++++++++++<
9+9 Prod$%s++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ <
9+=Ta"al%ea)a&s+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++>
9+? 6!i/e Selli!& Pre"osi%io! @6SP+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++>
9+1Pro)lemide!%i,$a%io!++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++B
9+< Marke%Share+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
9+>Sales++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
=+SIT6ATIONANA;8SIS+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
=+9 E5TERNA; EN7IRONMENT+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
2+9+9Ca%e&or.A!al.sis+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
=+9+=Com"e%i%ors-A!al.sis++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++9?
=+= INTERNA;ANA;8SIS++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++9
=+=+9 Com"a!. Resor$es+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ =
=+=+= Crre!% Marke% S%ra%e&.+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ =
=+=+? Com"e%i%ive Adva!%a&e++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ==
=+=+1 O%her Prod$%s+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++==
?+ MARKETINGOPPORT6NIT8ANA;8SIS++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++==
?+9 Cs%omer A!al.sis+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ==
?+9+9 Eis%i!& Cs%omer A!al.sis++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++=?
?+9+= Po%e!%ial Cs%omer Se&me!%s++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++=<
1+ Resear$h Fi!di!&s a!dA!al.sis++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++=
1+9 Primar. Resear$h A!al.sis++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++=
1+= Re%aileres%io!!aire A!al.sis @Aa%%a$hed4 ehi)i% :+++++++++++++++++++++++++++++++++++?
1+?Tas%eTes%i!&++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1
<+S6GGESTED O:ECTI7ES++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1=
<+9 Fi!a!$ialO)#e$%ives+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1=
<+=Ma!a&eme!%Perso!!el++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1=
<+?Prod$%io!+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1?
<+1Marke%i!&++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1?
<+1+9Prod$%servi$es+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1?
<+1+= Sales+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 11
<+1+?Pri$i!&+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 11

<+1+1Adver%i!&+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++11
>+ S6GGESTED STRATEGIES+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++11
>+9 Prod$%++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 11
>+=Pla$e++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1B
>+?Promo%io!++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1
>+1 Pri$i!&+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++<9
>+< Peo"le+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++<9
B+PROECTIONS++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++<=
B+9A!%i$i"a%ed $os%s+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++<=
B+=E"e$%edResl%s+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ <1
ATAR@A0are!ess2Trial2Availa)ili%.2 Re"ea%Model+++++++++++++++++++++++++++++++++++++++++++ <1
+ CONC;6SION++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ <<
Ehi)i% A 4CONS6MERS6ESTIONNAIRE+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++<>
Ehi)i% : 4RETAI;ERS6ESTIONNAIRE++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ >
E5HI:IT ?J PRINT AD+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ >=
1*+MPA,& #,"%+!"#+,A,P%+B.EM
#E,"#/#A"#+,

Ta"al%eaisa!i!%er!a%io!al)evera&e%ha%ise!#o.ed )."eo"le0orld0ide+
Havi!& over >= .ears o' e"erie!$e2 i% has )ee! o3eri!& some 0orld4$lass
)ra!ds 0hi$h are savored ). "eo"le aro!d %he &lo)e+ Ta"al Da!edar2 %he
a&shi" )ra!d o' %he $om"a!. a!d also o!e o' %he )i&&es% ml%i!a%io!al
)ra!dso'Pakis%a!2$a%ers%odiversei!$omese&me!%si!$ldi!&si!&le
sa$he%sers %o lar&e hoseholds+
9+9 Prod$%s
Ta"al )ra!ds i!$lde0ide arra. o' %ea "rod$%s2 !amel.
Ta"al Mi%re
Ta"al Tea )a&s
Mez)a!
Gree! Tea
Ta"al S"e$ial e%$
Ta"al%eaisa!a%io!40idemarke%leader+;i"%o!a!dS"reme2)ra!dso'
6!ilever @also $om"e%i%or o' Ta"alhave )ee! %he marke% leaders %ill =2
ho0ever2 !o0 %he. are $o!sidered %o )e %he 'ollo0ers o' Ta"al+
9+= Ta"al%ea )a&s
The"rod$%li!eo'Ta"al%ha%0e0old)e'o$si!&o!is%he%ea)a&
$a%e&or.20hi$hi!$ldesDa!edarRo!dTea)a&a!dDa!edarE!velo"e
%ea)a&+ The "rod$% o' or $o!$er! 'or %his marke%i!& "la! is %he Da!edar
E!velo"e %ea)a& L Ki!& o' %ea)a&s
The$om"a!.hasi!%rod$ed%hee!velo"ed%ea)a&s'or%he,rs%%imei!
Pakis%a!+ The "rod$% has )ee! availa)le i! %he marke% si!$e las% < mo!%hs
a!d 0as "la$ed a% some o' %he re!o0!ed de"ar%me!%al s%ores a% %he %ime o'
%he la!$h+
Tar&e% Marke%JThe "rod$% $a%ers%o a!i$he L("re %ea lovers*a!d %ar&e%s
%he""er middle $lass+

9+? 6!i/e Selli!&Pre"osi%io! @6SP
iHerme%i$all. sealed e!velo"e
These%ea)a&s are herme%i$all. sealed 0hi$h "ro%e$%s i% 'rommois%re a!d
o.&e! %ra!smissio! resl%i!& i! "reservi!& )e%%eravor a!d lo!& las%i!&
'resh!ess+ The %ea)a& i! sealed e!velo"e "ro%e$%s i% 'rom ds% as 0ell+
iiAroma%i$ %ea
The s"erior /ali%. o' Ta"al %ea)a&s e!sres s%ro!& aroma 0hi$h "rovides a
re'reshi!& e"erie!$e %o %ea lovers alo!& 0i%h s"erior %as%e
iiiS%a"le Free a!d mi$ro0ave 'rie!dl.
Ta"alhasi!%rod$eds%a"le'ree%ea)a&s20hi$haremi$ro0ave'rie!dl.+
S%a"le 'ree%ea)a&s"rovideease o'maki!& %ea i!s%a!%l.i!mi$ro0aves
0i%ho% a!. ele$%ri$al hazards+ I! addi%io! %hese %ea )a&s are $om"le%el.
de$om"osed leavi!& !o 0as%e )ehi!d+
9+1 Pro)lem ide!%i,$a%io!
Da!edar E!velo"e %ea)a&s- ma#or "ro)lem lies 0i%h %he "rod$%s "osi%io!i!&
a!d "romo%io!+
The$om"a!. has !o% )ee! a)le %o e3e$%ivel. $rea%ea0are!ess amo!&s%
%ar&e% marke% a)o% %he 6SP o' "rod$%+ Dri!& %he la!$h adver%iseme!%
$am"ai&! $om"a!. heavil. 'o$sed o! %he $ore vales o' $om"a!. a!d i%s
%radi%io!al $s%omer )ase2 %his s""ressed %he visi)ili%. o' %he "rod$% i! %he
Ads
Ads 0ere !o% a)le %o di3ere!%ia%e %he "rod$% 'rom o%her "rod$%s @%ea)a&s
as a "remim "rod$%+ The eis%i!& $am"ai&!ad 0as !o% s""or%ive o' %he
0hole $o!$e"% o' (ki!& o' %ea)a&s*+ Moreover2 %he %ime s"a! 'or 0hi$h %he
T7C$am"ai&! o' %his "rod$% 0as o! air 0asver.less%he adver%iseme!%

0as "la.ed merel. 14< %imes a!d 0as !ever see! a&ai! o! %elevisio!+ No
"romo%io! 0ha%soever 0as do!e a"ar% 'rom %he T7C $am"ai&!+
These"ro)lems0ill)asi$all.%ra!sla%ei!%oormarke%i!&resear$h
o)#e$%ivesJ
To ,!d o%%he e%e!% %o 0hi$h $o!smers are a0are o' Ta"al E!velo"e
%ea)a&s+
To &a&e$o!smerso"i!io! re&ardi!& %his"ar%i$lar "rod$%2 %hro&h
srve. or %es% marke%i!&
To "ro"ose !e0s%ra%e&iesor 0a.s%hro&h0hi$h0e$a!solve%he
marke%i!& "ro)lem+
9+< Marke% Share
Overall Ta"al is %he marke% leader i! %he Tea I!ds%r.2 )% $rre!%l. i% holds
o!l. 9o' marke% share i! %he !or%her! re&io! i!)la$k %ea )a&s-+ Al%ho&h
%heir &ree! %ea )a& share is over2 %he aim o' i!%rod$i!& %he e!velo" %ea
)a&s 0as %o i!$rease %heir share 0i%hi! %he )la$k %ea )a&s i! %he !or%her!
re&io! i! "ar%i$lar2 alo!& 0i%hr)a! $e!%ers s$h as ;ahore a!d Kara$hi+
Ho0ever2 i% has 'ailed %o $a"%re %he marke% i% 0as e"e$%ed %o+ The sales
have &o!e" )% %he e!velo" %ea )a&s have $a!!i)alized Ta"al-s o%her )la$k
%ea )a&s2 0hile o!l. $a"%ri!& a small "ro"or%io! o' marke% share 'rom %heir
$om"e%i%ors+ The &ro0%h has !o% ma%$hed %he e"e$%a%io!s+
9+> Sales
Ta"al leads i%s $om"e%i%ors i! %erms o' salesvolmeho0ever2i%s reve!es
are s%ill less %ha! %ha% o';i"%o! @i%s mai! $om"e%i%or+ This is "rimaril. de %o
Ta"al-s "rod$%s )ei!& "ri$ed sli&h%l. )elo0 %ha% o' ;i"%o! a!d%heirsmall

share i! more l$ra%ive %ea )a&s marke%+ Follo0i!& ,&res sho0 %he h&e
dis$re"a!$. )e%0ee! %he %ea )a& sales volme o' ;i"%o! a!d Ta"al+
;i"%o!Ta"al
Tea )a& Sales
8ear
30to))es2to))es
2* S#"!A"#+, A,A.&S#S
=+9 E5TERNA; EN7IRONMENT
2*1*1ateory A)a'ysis
To a$$o!%'or%heever &ro0i!& dema!d o' %ea2 %he %re!ds%ha%are )ei!&
'ollo0ed).%hes"ermarke%sare$ha!&i!&+The%eaa!d$o3eese$%io!
o$$". more s"a$e a!d have more devo%ed shelves a!d %his %re!d seems %o
)e &ro0i!& dras%i$all.+ The $om"e%i%ive o3eri!&s have also s%re%$hed i! )o%h
sizea!d!m)ersas%he!e0%ea)ra!dsa!d$om"a!ies$omei!%o
marke%"la$e+ Promo%io!al o3ers are also 0i%!essed a% s"ers%ores o! varios
%ea )ra!ds+ ;o$al as 0ell as i!%er!a%io!al $om"a!ies are $om"e%i!& %o &ra)
a! i!$reasi!& marke% share+
Marke% has 0i%!essed %he %ea i! varios 'orms a"ar% 'rom %radi%io!al %ea2
0hi$h i!$lde her)al %eas2 s"e$ial%. %ea2 read. %o dri!k %ea a!d &ree! %ea+
These"rod$%s areavaila)lei!var.i!&$o!ve!ie!%"a$ka&i!&-sde"e!di!&
"o!%heirsha"esa!dsizes20hi$haremadekee"i!&i!mi!d%he
re/ireme!% o' %he %ar&e% marke%+
The $o!sm"%io! o' %ea is !o% limi%ed %o s"ermarke%s a!d re%aili!& )si!ess2
%he %ea $o!sm"%io! has )."assed all )arriers a!d is availa)le i! varie%. o'
!o!4%radi%io!alo%le%ss$haso$es2$o!ve!ie!$es%ores2&asmar%s2
ve!di!& se$%or a!d 'oodservi$e se$%or+
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