FINAL TERM ASSIGMENT

Brand Management

Compiled by

Husnain Ahmed BBHM-S16-036 0092-331-0220224

M.Sohaib BBHM-S16-034 0092-307-4710477

Umer Shakoor BBHM-S16-014. 0092-307-4079305

Zain Waqar BBHM-S16-018. 0092-324-4519295

Ahsan Ansari BBHM-S16-026 0092-334-7952194

Yasir Mirza BBHM-S16-029 0092-304-9256983

Acknowledgement
All praise to Allah almighty “The CREATOR” of whole of the universe and admires to our “Holy Prophet
(SAW)’ who thought us everything of this life and thereafter.

Now it is our responsibility to convey the wording of success to whole of the Ummah. As it was indicated
in the last address of our Holy Prophet (SAW) and the graves of “FELLOW BEINGS “are the proof of the
completion of the responsibility.

We are greatly indebted to our resource person” PROF Imran Ijaz” whose help and guidance enabled us
to muster our courage and findings in a presentable manner. His comprehensive teaching style also
enabled us to understand the subject of marketing.

At last but not least we owe our special regards to our parents who always supported us and prayed for
our betterment and success.
Contents

Compiled by .................................................................................................................................... 2

Acknowledgement .......................................................................................................................... 4

Introduction ..................................................................................................................................... 6

Company vision & mission:- .......................................................................................................... 6

Primary value proposition:- ............................................................................................................ 7

Secondary value proposition:- ........................................................................................................ 7

Three things to mean our customer:- .............................................................................................. 7

Brand Promise:- .............................................................................................................................. 7

Brand Positioning Statement:- ........................................................................................................ 7

Survey Questioner ........................................................................................................................... 8

Results of Surveys......................................................................................................................... 10

COMPARATIVE SWOT MATRICS........................................................................................... 19

Competitive Positioning School ....................................................Error! Bookmark not defined.

Brand Equity Pyramid................................................................................................................... 21

Product Life Cycle .........................................................................Error! Bookmark not defined.

Brand Elements ............................................................................................................................. 22

Brand touch-point wheel ............................................................................................................... 23

BCG Matrices ............................................................................................................................... 24

Recommendation .......................................................................................................................... 26
Introduction
Alokozay has a team of expert tea tasters, trained in the science of tea. Each one plays a vital role
in ensuring that all the tea varieties are blended perfectly to meet with the highest and most
stringent quality standards.

The seasoned tea tasters work in a state of the art lab where they use their sharp sense of sight,
smell, touch and taste to judge the quality of the blend. These qualified professionals bring an in-
depth knowledge about the prevailing market conditions, consumer preference and
manufacturing techniques

Company vision & mission:-

Vision

As we grow, our vision broadens and makes us even more motivated to achieve our targets.
Alokozay, a name trusted to producing healthy and refreshing tea, clean and soft tissues, pure
and organic cooking oils, and a variety of non-alcoholic beverages, is committed to bring
refined, natural flavors to you.
Mission

The Alokozay Group's journey starts with a strong, meaningful mission and vision. Besides
highlighting our role as a company, it serves as the road map that keeps us focused and
determined to execute our responsibilities. We strive to: Revive the world.

Primary value proposition:-

Black tea

Secondary value proposition:-

Refreshing

Unique taste

Strong blend

Three things to mean our customer:-

1:- Premium finest black tea.

2:- Trying to provide you perfect flavor, color and aroma.

3:- Exquisite cup of tea

Brand Promise:-
To provide us experience the finest with Alokozay Premium Black Tea. Sourced from the world
finest tea gardens, it masterfully balances the three essentials of perfect flavor, colour and aroma
to provide you with an exquisite cup of tea you will reach for day after day.

Brand Positioning Statement:-

Alokozay tea celebrate a winning taste

Alokozay tea the perfect blend

Alokozay tea HAR PAL BANE LAMHA KHUSHIYON KA.

Survey Questioner
Respondent information

Occupation: age:

Qualification:

Note: Please read the following questions and answer accordingly

1. What do you think Alokozay brand provides?

a) Label products b) Cocoa products c) None of these

2. What is the motto of Alokozay?

a) Premium tea b) Out of this world c) None of these

3. How was your experience with the products?

a) Good b) neutral c) Bad
4. When buying Alokozay product what do you expect from us?

a) Taste b) Occasion c) None of these

5. If Alokozay was a human being what personality traits should it have?

a) Enthusiast b) Introvert c) None of these
6. What comes in your mind when you hear world Alokozay?
a) Relaxation b) Pleasure c) burden
7. With whom you are likely going to change Alokozay with?
a) Lipton b) Tapal Danedar c) other
8. When will this type of product when will you consider our product?
a) Extremely likely b) somewhat likely c) not at all likely
9. Are you the primary decision maker in your household regarding purchasing this product
category?
a) Yes b) no
10. Which of the following brand are you aware of?
a) Lipton b) Alokozay c) Tapal Danedar
11. How often do you purchase this product category?
a) Several times a week b) several times in a month c) less than once a month
12. Which of the following brand(s) do you typically buy? (select all that apply)
a) Tapal Danedar b) Alokozay c) Lipton
13. How often do you use the product?
a) Several times a day b) ones a day c) once a week d) never

14. How many members of you house use this product?

a) one b) two c) more than two
15. How well do current products on the market meet your needs
a) Extremely well b) somewhat well c) not at all well
16. Do you have any suggestion how we can improve current product
Results of Survey
COMPARATIVE SWOT MATRICS

Lipton Tapal Alokozay

 Distribution  Strong brand name  Premium quality

 Trusted brand  Strong distribution  International
 Health & network presences
wellness  Extensive product
Strengths line
 Consistence quality

 Large format  Relying excessively  Weak brand

inventory & on Sindh sales name
variety  Neglecting some of  The customer
 Cold vault the brand in the based targeted
space portfolio e.g. too narrow
Weaknesses  Distribution of gullbahar & jasmine  No very much
new product existence in
Pakistan
 Poor marketing

 New flavors  Overseas growth  Grown share &

 Innovation through increasing volume.
flavor exports of Tapal in  High market
 Grown sales & many countries growth in Asian
volume  Decreasing in import countries like
by cultivating tea on Pakistan & India
their own land
Opportunities  marketing in rural
areas

 Consumers  Competitors gaining  Very competing

price conscious market share in other market survival
 Move towards provinces are very tough
private label  Due to the black  Material price
 Aggressive market smuggled tea been expensive
Threats Nestea pricing is available at cheaper
prices
Swot strategy

Internal factor Weakness Strength

External factor  Weak brand name  Premium quality

 The customer based  International
targeted too narrow presences
Opportunities  No very much
existence in Pakistan
 Grown share & volume.
 Poor marketing
 High market growth in
Asian countries like
Pakistan & India WO Strategy

Threats Alokozay tea will follow the WO strategy by

overcomes the weakness by taking advantages of
 Very competing market
opportunities.
survival are very tough
 Material price been
expensive
Brand Equity Pyramid

Alokozay Tea Customer based brand equity pyramid

Salience Popular & friendly , affordable & honest , guarantee of quality

Imagery Traditional tea making practice , gathering with family & close friends
around a cup of tea

Performance Quality tea , 100% transparency about the fabrication process

Feelings Natural , eco – friendly , back to basics

Judgment Ordinary and sleek brand visuals , casual , quality & tasty

Resonance Purchase for every-day consumption , positive perception ; an

accessible & affordable brand

Alokozay follow emotional route:

Alokozay Tea Customer based brand equity pyramid

Salience Popular & friendly , affordable & honest , guarantee of quality

Imagery Traditional tea making practice , gathering with family & close friends
around a cup of tea
Feelings Natural , eco – friendly , back to basics

Resonance Purchase for every-day consumption , positive perception ; an

accessible & affordable brand
Brand Elements

Brand Competitor 1 Competitor 2 Your company

elements
Brand name Lipton Tapal Alokozay

Brand Light premium priced tea Providing us the best To provide us experience the
Promise with best quality danedar tea finest with Alokozay
Premium Black Tea
Brand Slogan the sign of good taste Wohi behtareen rung , the perfect blend
khusboo aur zaiqa
Brand logo
and symbol

Packaging
material

Brand Hamza Ali Abbasi Shan Katrina KAIF

personality Fawad Chaudhry Sanam Saeed
Target Lower class Upper class Lower class
Market Middle class Middle class Middle class
Upper class Lower class Upper class
Product
Analysis Educated class targeted Highest market share Medium price product
Differentiatio market Highest brand equity
n
Brand touch-point wheel

Customer Web
services site
Deals

Performance &
prod or serv
Promotions

Loyalty post pre

programs
purchase purchase Samples

experience experience
Incentives

New
sletters
purchase
experience Sales
O & B stores agents
& placement
Person
Shopping
Packaging /
cart
presentation
Explanation:-

In Pre – Purchase Alokozay uses website to delivery all information about product
brands sub-brands and also for queries and all other information about not only brand but also
Alokozay group as a whole and also Alokozay have deals & promotion sample & incentives in
pre – purchased.

In Purchase Experience Alokozay have O & B placement stores shopping cart

Alokozay have also sales agents and persons and in the last in purchase experience Alokozay
have a good packaging & presentation.

In Post- Purchase Alokozay firstly provide customer services secondly performance

prop & serve thirdly newsletters and in the fourth Alokozay have also loyalty program for
customer.

BCG Matrices
STAR Products Question Mark
 TEA
 Organic
 inorganic

Cash Cows Dogs

Tissues  Cooking Oil
 Biscuits
 Value chain analysis:-

Operations
Inbound logistics

Tier 2 Tier 1 Black tea processing

Withering
Farmers (Ramming Tea Company) 50%

Rolling
Tea seed supplier Farmers

Tea seed supplier A deliver of seed CTC: Curling, Tearing

and Crushing

Flavoring suppliers A deliver of flavoring

ingredients
Fermenting

Drying

Sorting / Grading

Packing in sack bag

Outbound logistics

Tier 1 Tier 2

Distributor Modern Trade Consumer trade

Company 70 %
Recommendation
Alokozay in Pakistan have very poor marketing strategy not much people know about Alokozay
in Pakistan. My first recommendation to Alokozay is

I. That Alokozay need to invest in marketing and advertisement so that people know the
brand and buy this brand.
II. Secondly Alokozay is not very much existence in Pakistan Alokozay need to expand her
distribution channel so that Alokozay in available in all general stores of Pakistan
III. Alokozay customer based targeted is very narrow Alokozay need also to expand her
customer based in Pakistan
IV. In Pakistan brand name and position are very weal Alokozay need to developed firstly a
good or best tea image un customer mind so that he can sell their product and earn more
profit
V. Pakistan have very immense market of tea so if Alokozay works on his strategy then
Alokozay can earn lots of profit from Pakistan as compared to other countries.