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Principle of Marketing (MGT301)  Graded Discussion Board No. 1
Due Date: December 04, 2014.

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.


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Replies to This Discussion

Ye tu lagta hai k kisi jaga se copy kia hai...

:)

for more details read out lecture no 12

Really appriciated that manooooo.. Thanks for ur time ...

1. Identify the consumer response to the new instant tea.
2. Competition level with other competitors.
3. Knowing Quality

 need to define 2 things research objectives and research design.

You have to defined what are the objectives such as :

1. Identify the consumer response to the new instant tea.
2. Competition level with other competitors.
3. Knowing Quality
etc
and in research design what method to follow for gathering information through primary or secondary
and can conduct surveys.  

we are to define the methods by which we can introduce

new product in the market .

what main things are important for new product.

how to attract people for new product

SOLUTION GDB MGT-301 (110% OK)

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)

INDUSTRY ANALYSIS SCENARIO

  • Pakistan  is  the world’s  third biggest  importer of  tea, & consuming around 210 million dollars every  year on tea import, while Sri Lanka  is  the world’s  largest  tea  exporter, with annual  exports worth $ 680 million. Pakistan imports tea from 21 countries and the major portion from Kenya.

(its only a little part of GDB)

{get the full GDB on demand for free}

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.

Developing countries  in South Asia and East Africa account  for more than 85 percent of world
tea  production  and  exports.  India  and  SriLanka  are  dominant  in  both.    Developed  countries
account for about 62 percent of world tea imports.

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