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MGT301 GDB Solution & Discussion Last Date: 04-12-2014

MGT301 - Principles of Marketing Graded Discussion Board GDB 1 Solution Fall 2014 of Virtual University (VU)

Graded Discussion Board

Principles of Marketing (MGT301)

 

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This is to inform that Graded Discussion Board (GDB) No. 01 will be opened on December 02, 2014 for discussion and last date for posting your discussion will be December 04, 2014.

 

This Graded Discussion Board will cover first 14 lessons.

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Please Discuss here about this GDB.Thanks

Our main purpose here discussion not just Solution

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GDB

Principle of Marketing (MGT301)                                                           Fall, 2014

Graded Discussion Board No. 1

Due Date: December 04, 2014.

Total Marks: 05.

Topic: Marketing Research.

 

NOTE: There is no grace period in case of GDB

 

Learning objectives:

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.

Learning Outcomes:

Students will be able to use appropriate research methodologies for getting an insight into the new marketing research problem.

Scenario:

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.

Marking Scheme:

The total marks of this GDB are 05; (3 marks for research objectives, 2 marks for research design). Don’t exceed your answer from overall 5 points.

Very easy GDB just like Assignment, just read handout and you will be able to answer in your own words.

Please don't copy from anywhere you have to write GDB in your own words.

SOLUTION GDB MGT-301 (110% OK)

Attachments:

Pakistan imports tea from 21 countries and the major portion is imported from Kenya.
 Pakistan meets  its green tea requirement from 5 countries  in which China and Vietnam  take lion’s share.

(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
8
Their products ranges from:
 Supreme 125g
 Supreme 250g
 500g Supreme
 Supreme 60g
 Supreme jar
 Supreme sachet
 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:
 Leaf tea
 Mixture
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.
4. Lipton
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:
 Caramel flavoured
 Cookies flavoured
 Vanilla flavoured
 Lipton Green Tea
 Lipton Yellow Label tea bags
 Lipton Yellow Label sachet Pre-feasibility Study  Tea Company
BAL-PREF-01-Revised / June, 2007
9
 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
 Family Mixture
 Safari Kenya Leaf
 Mezban Super Dust
 Chenak Kenya Dust
 Special Teabags
 Jasmine Green Tea
 Gulbahar Green Tea
 Tezdum
 Special Round Teabags

i think this all above discussion is not related to above GDP.and if u really think that this is related to gdp then please give detail how it can? thank you

agree with zainab

During  the  review  period,  the  hot  drinks  market  grew  in  both  volume  and  value  terms.  Tea
dominated the market  in both the retail and foodservice channels. Tea  is a part of daily  life, and
rural areas generate the most sales. Rural areas drove sales growth because they consist 66% of
the country's population. Consequently, companies have to focus on rural areas to maintain their
market  shares.  Throughout  the  review  period,  sales  of  loose  black  standard  tea  were  very
dynamic as consumers in rural areas always buy loose black standard tea. Introducing affordable
brand in such areas would attract sales. On the other side, in urban areas, offices prefer to use tea
bags. Such a market could also be explored with low cost and high product quality.
In rural areas and small towns new brands of tea are relatively easy to introduce. The tea sachet
packets have  seen high sales growth  throughout  the country and especially  in  rural areas. This
pre-feasibility report focuses Quetta for such a business but opportunity exists in other provinces
for similar business - targeting markets in the rural areas and in small towns.

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.

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