Marketing theories and practices PDF

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

The "ro"osed "ro#e$% re"or% is %he marke%i!& "la! 'or (Ta"al Da!edar
E!velo"e %ea)a&s*+ E!velo"ed %ea )a&s are i!%rod$ed ,rs% %ime i! %he
Pakis%a!-s marke% ). Ta"al+ The !i/e selli!& "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"%imm
%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 %o e3e$%ivel. $rea%e a0are!ess amo!&s% %ar&e% marke% is %he
ma#or isse+ 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

E5EC6TI7E S6MMAR8+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 9
9+ COMPAN8 INTROD6CTION AND PRO:;EM IDENTIFICATION++++++++++++++++++++++++++++++++++<
9+9 Prod$%s++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ <
9+= Ta"al %ea )a&s+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ >
9+? 6!i/e Selli!& Pre"osi%io! @6SP+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++>
9+1 Pro)lem ide!%i,$a%io!++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++B
9+< Marke% Share+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 
9+> Sales++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
=+ SIT6ATION ANA;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!. Resor$es+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ =
=+=+= Crre!% Marke% S%ra%e&.+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ =
=+=+? Com"e%i%ive Adva!%a&e++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ==
=+=+1 O%her Prod$%s+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++==
?+ MARKETING OPPORT6NIT8 ANA;8SIS++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++==
?+9 Cs%omer A!al.sis+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ==
?+9+9 Eis%i!& Cs%omer A!al.sis++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++=?
?+9+= Po%e!%ial Cs%omer Se&me!%s++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++=<
1+ Resear$h Fi!di!&s a!d A!al.sis++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ =
1+9 Primar. Resear$h A!al.sis++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++=
1+= Re%ailer es%io!!aire A!al.sis @Aa%%a$hed4 ehi)i% :+++++++++++++++++++++++++++++++++++?
1+? Tas%e Tes%i!&++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 1
<+ S6GGESTED O:ECTI7ES++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 1=
<+9 Fi!a!$ial O)#e$%ives+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1=
<+= Ma!a&eme!% Perso!!el++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 1=
<+? Prod$%io!+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 1?
<+1 Marke%i!&++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 1?
<+1+9 Prod$% servi$es+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1?
<+1+= Sales+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 11
<+1+? Pri$i!&+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 11

<+1+1 Adver%i!&+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++11
>+ S6GGESTED STRATEGIES+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 11
>+9 Prod$%++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 11
>+= Pla$e++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++1B
>+? Promo%io!++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ 1
>+1 Pri$i!&+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ <9
>+< Peo"le+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ <9
B+ PROECTIONS++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ <=
B+9 A!%i$i"a%ed $os%s+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ <=
B+= E"e$%ed Resl%s+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ <1
ATAR @A0are!ess2 Trial2 Availa)ili%.2 Re"ea% Model+++++++++++++++++++++++++++++++++++++++++++ <1
+ CONC;6SION++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ <<
Ehi)i% A 4 CONS6MERS 6ESTIONNAIRE+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++<>
Ehi)i% : 4 RETAI;ERS 6ESTIONNAIRE++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ >
E5HI:IT ?J PRINT AD+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ >=
1* +MPA,& #,"%+!"#+, A, P%+B.EM
#E,"#/#A"#+,

Ta"al %ea is a! i!%er!a%io!al )evera&e %ha% is e!#o.ed ). "eo"le 0orld0ide+
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% ml%i!a%io!al
)ra!ds o' Pakis%a!2 $a%ers %o diverse i!$ome se&me!%s i!$ldi!& si!&le
sa$he% sers %o lar&e hoseholds+
9+9 Prod$%s
Ta"al )ra!ds i!$lde 0ide 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 %ea is a !a%io!40ide marke% leader+ ;i"%o! a!d S"reme2 )ra!ds o'
6!ilever @also $om"e%i%or o' Ta"al have )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!e o' Ta"al %ha% 0e 0old )e 'o$si!& o! is %he %ea)a&
$a%e&or.2 0hi$h i!$ldes Da!edar Ro!d Tea)a& a!d Da!edar E!velo"e
%ea)a&+ The "rod$% o' or $o!$er! 'or %his marke%i!& "la! is %he Da!edar
E!velo"e %ea)a& L Ki!& o' %ea)a&s
The $om"a!. has i!%rod$ed %he e!velo"ed %ea)a&s 'or %he ,rs% %ime i!
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%J The "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
i Herme%i$all. sealed e!velo"e
These %ea)a&s are herme%i$all. sealed 0hi$h "ro%e$%s i% 'rom mois%re a!d
o.&e! %ra!smissio! resl%i!& i! "reservi!& )e%%er avor a!d lo!& las%i!&
'resh!ess+ The %ea)a& i! sealed e!velo"e "ro%e$%s i% 'rom ds% as 0ell+
ii Aroma%i$ %ea
The s"erior /ali%. o' Ta"al %ea)a&s e!sres s%ro!& aroma 0hi$h "rovides a
re'reshi!& e"erie!$e %o %ea lovers alo!& 0i%h s"erior %as%e
iii S%a"le Free a!d mi$ro0ave 'rie!dl.
Ta"al has i!%rod$ed s%a"le 'ree %ea)a&s2 0hi$h are mi$ro0ave 'rie!dl.+
S%a"le 'ree %ea)a&s "rovide ease 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. $rea%e a0are!ess amo!&s%
%ar&e% marke% a)o% %he 6SP o' "rod$%+ Dri!& %he la!$h adver%iseme!%
$am"ai&! $om"a!. heavil. 'o$sed o! %he $ore vales 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 "remim "rod$%+ The eis%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 0as ver. 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 $am"ai&!+
These "ro)lems 0ill )asi$all. %ra!sla%e i!%o or marke%i!& resear$h
o)#e$%ivesJ
• To ,!d o% %he e%e!% %o 0hi$h $o!smers are a0are o' Ta"al E!velo"e
%ea)a&s+
• To &a&e $o!smers o"i!io! re&ardi!& %his "ar%i$lar "rod$%2 %hro&h
srve. or %es% marke%i!&
• To "ro"ose !e0 s%ra%e&ies or 0a.s %hro&h 0hi$h 0e $a! solve %he
marke%i!& "ro)lem+
9+< Marke% Share
Overall Ta"al is %he marke% leader i! %he Tea I!ds%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%h r)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' sales volme ho0ever2 i%s reve!es
are s%ill less %ha! %ha% o' ;i"%o! @i%s mai! $om"e%i%or+ This is "rimaril. de %o
Ta"al-s "rod$%s )ei!& "ri$ed sli&h%l. )elo0 %ha% o' ;i"%o! a!d %heir small

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 volme o' ;i"%o! a!d Ta"al+
;i"%o! Ta"al
Tea )a& Sales
8ear
30 to))es 2 to))es
2* S#"!A"#+, A,A.&S#S
=+9 E5TERNA; EN7IRONMENT
2*1*1ateory A)a'ysis
To a$$o!% 'or %he ever &ro0i!& dema!d o' %ea2 %he %re!ds %ha% are )ei!&
'ollo0ed ). %he s"ermarke%s are $ha!&i!&+ The %ea a!d $o3ee se$%io!
o$$". 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
size a!d !m)ers as %he !e0 %ea )ra!ds a!d $om"a!ies $ome i!%o
marke%"la$e+ Promo%io!al o3ers are also 0i%!essed a% s"ers%ores o! varios
%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! varios 'orms a"ar% 'rom %radi%io!al %ea2
0hi$h i!$lde her)al %eas2 s"e$ial%. %ea2 read. %o dri!k %ea a!d &ree! %ea+
These "rod$%s are availa)le i! var.i!& $o!ve!ie!% "a$ka&i!&-s de"e!di!&
"o! %heir sha"es a!d sizes2 0hi$h are made kee"i!& i! mi!d %he
re/ireme!% o' %he %ar&e% marke%+
The $o!sm"%io! o' %ea is !o% limi%ed %o s"ermarke%s a!d re%aili!& )si!ess2
%he %ea $o!sm"%io! has )."assed all )arriers a!d is availa)le i! varie%. o'
!o!4%radi%io!al o%le%s s$h as o$es2 $o!ve!ie!$e s%ores2 &as mar%s2
ve!di!& se$%or a!d 'oodservi$e se$%or+