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Identifying and establishing brand positioning

Learning Objectives:

The discussion point will enable the students to explore the opportunities a brand can identify to enter a market.

Students will be able to know how a brand can be positioned in the minds of consumers by comparing it with competitor’s brand.


Pakistanis love tea and their day doesn’t begin without tea. In tea whitener category Everyday by Nestle is the pioneer and has been used excessively. As Engro Foods the competitor of Nestle launched tea whitener “Tarang”, it earned great brand recognition and penetrated the market heavily.

In your opinion what could be the opportunities which were identified by Tarang to enter the market of tea whitener. Also discuss the factors behind the success of Tarang.

Learning Outcomes:

After attempting the GDB students will be having a clear view of successful story of Tarang.

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Replies to This Discussion

Kindly discuss, today is last date

the factors behind the success of Tarang is the quality and taste because in very much ressnable price the quality and tast is suprb.and also the colour of tea is very good with nice smellllllll

Tarang is a specialized tea whitener that gives tea the perfect color, aroma and taste in every cup. The brand instantly succeeded in creating a stir in the market and received a warm welcome from its consumers across Pakistan

Moving forward, cultural fusion was identified as a key element that would resonate well with consumers. To build upon this theme, the brand reviewed how customers’ coalesced and fused various elements in their life 

the factors behind the success of Tarang is the quality and taste because in very much ressnable price the quality and tast is suprb.and also the colour of tea is very good with nice smellllllll

Engro Foods Limited continues its endeavour to highlight the diverse cultures of Pakistan through its latest campaign for "Tarang" tea whitener; "Tarang Bhara Des". Pulsating with the catchy lyrics "Mera des hai Tarang main, suroor kay sachay rang main", this one of a kind campaign uses the vernacular, filmy platform to unite Pakistan's rich cultures. 

Commenting on this new exciting campaign, Brand Manager, Tarang, Syed Mohammad Salman Ali said, "We have always given our consumers the taste of culture and the essence of Pakistan. However in this new campaign we have attempted to bring together all the colours of Pakistan keeping in line with Tarang's platform the glamour of Lollywood. 

Engro Foods under the Tarang umbrella has been working towards reviving our Pakistani film industry. With the previous success of "Hero Banay Ki Tarang" and the various campaigns launched by the brand, the industry leader has stayed in the limelight. This new Tarang campaign features artists from all regions of Pakistan performing together, in sync with each other. 

"The Idea is to bring this feeling to the people in person, to revive their love for the nation through happiness and closeness. We have on board with us some of Pakistan's finest performing artists from different localities who will he travelling across country to fulfil our promise of a 'Tarang Bhara Des", 


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