Pakistan Tea Case Study

1.1 Problems Background

The brand development process is categorized as an important element of business development matrix. The overall sustainability and progress of the business depends on brand development framework of the organization. In this reference the role of consumer is significant to contribute significantly in brand success and determine the profitability of the firm. Consumer contributes positively to improve the marketing strategy of the firm and helps to understand the consumer psychology that includes consumer thinking process, consumer perception regarding the brand, consumer behavior toward the brand, key characteristics of the brand that are considered significantly by consumer to determine the consumer taste and make purchase

1 World Tea production and sales overview

Source: Pakistan Tea Association

There is significant growth is observed in the beverage industry after 2000 with a steady trend in the era of financial crises but in the same period the growth of tea has shown an average growth of 3.75 percent in terms of production globally. At the mean time the consumer of the tea increased on an average growth rate of 3.45 percent globally.

1.2 Research Context

Tea is common beverage used in the Pakistani culture and has significant influence on the overall economic, social and cultural environment of the country. In Pakistan daily consumption without tea cannot be considered realistic. It is domestically prepared and consumed. In Parallel, it is also a part of business activity in the form of tea points. It is used among all the economic segments of the economy and significant proportion in CPI index of the country. It is the compulsory of social events among all the social class segments and considered as compulsory part of the event. There is number of factors that are identified that with the progress of time has highlighted their significant influence on the tea brand selection and affected the position of tea brand within the local market. It includes brand marketing, brand loyalty, tea brand aroma, tea brand color, pricing policy of the tea brand, market position, demonstration impact, available tastes and quality and many other

In 4Ps the first and foremost is product that define the key feature of the product or brand design. It is added through different studies that product features based on the compressive consumer and market research better meet the consumer expectation and receive appreciation from consumer to the part of preference list. Secondly, pricing structure of the tea brand an expensive brand is less appreciated among consumer within the market place with less expensive offers with competent features. Hence it is necessary to structure the pricing of the tea brand as per market practices and reflect the consumer purchase capacity.

Furthermore the distribution channel is also considered as significant elements to affect the consumer tea brand selection process in Pakistani market. On time availability is considered very significant and necessary among the marketers and retailers as a key success factor for a tea brand and determine the customer loyalty towards the tea brand. Therefore a tea brand with significant and strong distribution channel is considered as a competitive edge to the tea brand to better potion the market and meet the customer