Principle of Marketing (MGT301) Graded Discussion Board No. 1
Due Date: December 04, 2014.
The primary objective of this case base discussion is to create an argument on types of research designs that can be helpful for a new product development.
Students will be able to use appropriate research methodologies for getting an insight into the new marketing research problem.
A well-established Food Company has decided to come up with a new product under its product range. Its existing product range consists of various products such as; pasteurized milk, coffee, yogurt etc. The management wants to launch instant tea sachet. The management of the company is concerned about the fact that how consumers would perceive launching instant tea, not only has this but they are concerned to know the demand of different types of teas among people, the target population and packaging for tea. It is a new concept for this company and already some other companies offering such kind of products.
Point of discussion:
Imagine that the owner of this company hires you as a marketing researcher and you have been assigned a task of designing specific research objectives and appropriate research design based on the above given scenario.
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(my GDB is totally different)
here is some other material for your help , not from my GDB (its only the general data for your help)
A vast range of branded and unbranded tea is available in the market. The top leading brands
having an enormous range of products are:
1. Brooke Bond Supreme
Supreme is Pakistan’s largest brand of tea, with over 30 million cups consumed daily and is
made primarily from the world’s finest Kenyan tea. The success of Brooke Bond Supreme is
based on this very insight, since tea is a part of the social fabric of Pakistanis. Brooke Bond
Supreme was launched in Pakistan in 1984. Since then Brooke Bond Supreme has never looked
back and today, is the largest selling tea brand in Pakistan.Pre-feasibility Study Tea Company
BAL-PREF-01-Revised / June, 2007
Their products ranges from:
Supreme Triple sachet
2. Brook Bond A1 Karak Chai
A1 is the individual’s aegis. Launched in 1996 the brand has certainly come a long way to
acquire national status. It has two variants catering to regional taste preferences, mixture for the
South and leaf for Punjab.
A1 has a unique standing thanks to its strong blend which translates into the strength of the
common man. It mentally and emotionally revives, bolstering courage to face challenges and
defy all odds.
Their products ranges from:
3. Tetley Tea
Tata Tea has been ranked in the 20th position among 275 brands (195 consumer products and 80
service brands) in the Most Trusted Brands Survey conducted by The Economic Times, which
makes it the only tea brand to figure in the top 50 list.
Tetley tea has introduced by tata tea in Pakistan predicting that this new arrival is likely to give a
tough competition to some of the old market players. The firm has initially introduced two tastes
namely “danedar” and “mixture.” A pack of 400 grams of Tetley tea has a price tag of Rs 100
while Tapal’s 500 grams pack is available at Rs 120. The company introduced four packs of 400
grams, 200, 100 and 45 grams.
Lipton is the world's leading brand of tea by far. It's the global market leader in both leaf and
ready-to-drink tea, giving a global share of all tea-based beverages that's nearly three times
larger than its nearest rival.
Their products ranges from:
Lipton Green Tea
Lipton Yellow Label tea bags
Lipton Yellow Label sachet Pre-feasibility Study Tea Company
BAL-PREF-01-Revised / June, 2007
Lipton Yellow Label pack
5. Tapal Tea
Tapal chai family mixture is the pride of Tapal developed in 1947 and thus creating a new
category of mixture in tea market.
It is the blend that started the Tapal success story, and now the other tea companies are following
Tapal’s footsteps by entering the market with similar blends. Danedar Leaf Blend Pioneer of the
Danedar category in Pakistan, Tapal’s Danedar remains a firm favorite around the country with
its grape-nutty appearances, rich golden color and a strong refreshing taste. In fact its popularity
is such that several multinationals have launched their own versions, but Tapal’s remains the
original and ultimate Danedar because of its unique color and taste
Their range of products are as follows:
Danedar Leaf Blend
Safari Kenya Leaf
Mezban Super Dust
Chenak Kenya Dust
Jasmine Green Tea
Gulbahar Green Tea
Special Round Teabags
5 Marks of this GDB will be directly added to our Final GPA of each subject; if its only 1 GDB till final exams.
(its individual's effort that he/she get how many marks out of 5)
none of the above produce INSTANT TEA SACHETS
The raw material required for the production process is unblended and blended tea imported
from areas like Indonesia, Turkey, Russia, Africa, South America, and Kenya. The project will
not import raw material, as it is already available in the local wholesale market.
Thirsty Vampire Cell no & email sharing is not allowed at the site.next time be care.thanks
the GDB is so simple you have to just use the tool of Marketing mix Marketing 4Pc. product price place and promotion..
further more it main topic is about the promotion of product. there are many tools to promote your product that are.
these tools not only promote you product but also boost demand of your product and also gives more competitive advantages.
by using these tools you also will get excellent feedback.
Market research, which includes social and opinion research, is the systematic gathering and interpretation of information about individuals or organisations using the statistical and analytical methods and techniques of the applied sciences to gain insight or support decision making.
Steps involved in marketing research include;
Step 1: Identifying and defining your problem:
Prior to carrying out your research it is best to gain an understanding of what your objectives are.
For instance, your problem may be whether to introduce a new product or not so your marketing research would then be based on assessing the market to identify whether the market would accept this product.
Step 2: Designing and planning your research:
Designing and planning your research carefully helps to get you the best results and can save you time and money.
The two main sources of research include primary research, i.e. gathering information that does not already exist and is for your specific purposes and secondary research, that is gathering information that has been previously collected for any purpose other than your specific needs.
Primary research is usually conducted through interviews or surveys and while offering the best chance of obtaining highly relevant information for your specific purposes it can be expensive as it is time consuming and often requires outsourcing to a specialist provider.
Secondary research is often more cost effective as it can be undertaken using any source of existing published information. Popular sources of secondary data include government websites such as the Australian Bureau of Statistics (ABS), government department sites and industry associations.
It is best to start planning your research by evaluating what data and information is in existence and then determine the specific areas where you may need to conduct primary research.
Collecting Data and Information: Some common techniques used to collect data and information include;
Telephone interviews/in- home personal interviews
It is important to consider the type of data and information you require to match the best possible collection techniques for each requirement.
Compiling a report after conducting market researchStep 3: Analysing data and information
Once data and information have been collected, the next step is to organise the information and interpret it in accordance with your research objectives to draw a conclusion and define what choices you have available as the next steps.
The key to market research success is a systematic approach and the completion of each step before the next starts.
Using market research
Once the outcomes of your research are available, you can feed the information into the formulation of your marketing strategy. However it is important to remember that if the outcomes of the research activities are not sufficient to make a decision, you may need to conduct further research as required.
Step 4: Preparing a report
It is good practice to always compile your research outcomes into a report with recommendations for further actions. Even if it is purely for your own use in the case of a micro business, preparing the information into a structured report helps to ensure your information is credible and justifiable. If you are working in a larger organisation it will be important to be able to effectively communicate the research outcomes to your colleagues.