Analysis of Market Scenario (Hot Tea Stall) of Ispahani TEA and Competitors in Dhaka City

WELCOME TO MY PRESENTATION

Presented by:Md. Hasan Murad

ID# 112011058

ULAB School of Business

Analysis of Market Scenario (Hot Tea Stall) of Ispahani TEA and

Competitors in Dhaka City

COMPANY OVERVIEWM.M. ISPAHANI LIMITED

Type: Private

Industry: Conglomerate

Founded: 1820

Founder: Mirza Mohammed Ispahani

Headquarter: Chittagong, Bangladesh

Key People: Mirza Ali Behroz Ispahani (Chairman), Mirza

Salman Ispahani (Managing Director)

Businesses: Tea Garden, Tea Trade, Cotton and Textiles, Jute, Shipping, Real

Estate, Foods, Poultry, Information and Communication

Technology (ICT), Energy, Packaging, Hospitality and

Leisure, Agro, Trading

SIGNIFICANCE OF THE STUDY

To identify the brand awareness of Ispahani TEA in Hot Tea Stall.

To observe overall market scenario of Ispahani TEA in Hot Tea Stall.

To identify the influencing factors for increasing market shares of the competitors.

To know the level of perception of the Hot Tea Stall owners regarding Ispahani and the competitors.

To identify the switching pattern of Ispahani user to another brand.

METHODOLOGY

Sample Size: 150 Tea Stall Respondents.

Sources of Data:

Primary Data:

Casual and straight conversation with Tea Stall respondent.

Observation of Tea Stall environment.

Secondary Data:

Some data are collected from internet and company website.

Surveyed Area:

Sadarghat, Shahbag, Dhanmondi, Mohammadpur, Banani, Mohakhali, Uttara, Mirpur, Gabtoli, Khilgaon,

and Mogbazar.

Data Analysis:

Analyzed in Microsoft Excel.

PRODUCT LINE IN ISPAHANI TEA

Brand Name Served Area

Blender’s Choice All Districts

Five Star Bogra

Green Spot Chittagong, Rangpur, Bogra

Hot Tea Stall All Districts

Hotel Dust Bogra

Lion Dust Rangpur and Rajshahi Divisions

Lion Leaf Rangpur and Rajshahi Divisions

Mayur Rangpur, Rajshahi and Khulna

Mirzapore BL All Districts

Mirzapore BOP All Districts

Mirzapore BRD Dhaka

Mirzapore PD All Districts

Mirzapore TB All Districts

MTB Bag in Bag All Districts

Superior Tiger Rangpur, Rajshahi and Cox’s Bazaar

Tea Stall Special All Districts

Zareen All Districts

DISTRIBUTION CHANNEL

Ispahani/Ma

nufacturer

Tea Blend

and

Packaging

Factory

Division

Warehouse

22 Divisions

across the

country

Depot

501 Depots

across the

country

Retailer

DS/HTS/ST

N/GS/CS/H

ORECA

Consumer

Tea

Stall/House

hold

FINDINGS – Consumption Pattern

Attributes and Source of Purchase

Brand Awareness and Availability

Preference and Purchase

Satisfaction and Dissatisfaction behind Current Brand

Loyalty, Who Loose Most and Reason

Question for Non Ispahani User

Promotional Expectation

MAJOR FINDINGNS

▪ Dhaka city Tea Stalls are much aware about branded Tea.

▪ Tea Stalls found satisfied with their current using brand.

▪ They prefer most on quality of Tea than price.

▪ Ispahani found first choice of Tea Stall in purchasing.

▪ A significant number of Tea Stall has switched into another brand due to quality failure mainly.

▪ Although Ispahani has an intensive distribution network, Tea Stall claims Ispahani unavailability.

▪ Promotional offer like Cup-set, Cash Discount are expected higher by Tea Stalls to sell more cups of Tea.

RECOMMENDATIONS

For Company

▪ Cycle men found less active, remuneration should be revised.

▪ Need to maintain quality assurance.

▪ City end locality are not aware of brand TEA, need branding there.

▪ Reducing price is not a wise strategy, sales promotion is better.

▪ Need to run promotional campaign like giving Tea Stall Cup-set, Cash Discount etc.

For Sales People

▪ Tea Stall owner claims against Ispahani brand unavailability, sales people need to visit (Sell) market regularly.

▪ Need to build a good relationship with Tea Stall owners.

RECOMMENDATIONS (Contd.)

For Tea Stall Owner

▪ Long lasted liquor doesn’t mean the quality of Tea, use wisely.

▪ Giving feedback to Company for better product.

For Tea Lover

▪ Before drinking make sure that Tea is prepared through a hygienic way.

▪ Never drink loose and locally manufactured Tea.

▪ Exaggerated liquor, taste, smell are not the characteristics of a quality Tea.

▪ Branded Tea is suggested for keeping body healthy.

THANK YOU VERY MUCH

Any Question?