“CHALLENGES FACED BY TAPAL ICE TEA TO PENETRATE IN BRANDED INSTANT DRINK MARKET & RECOMMENDATIONS TO IMPROVE THE SITUATION.”

Abstract

The purpose of this study is to find the challenges faced by Tapal Ice tea after its great launch to penetrate in the RTD (Ready to drink) beverage segment of market. Since after its launch after many repeated attempts Tapal ice tea was badly fail to attain even a smaller market share and to leverage the brand equity of TAPAL. A quantitative research has been done and it is descriptive in nature, using factual data which was collected in order to prove or reject hypothesis and based on that, a conclusions is made about the research objectives. As mentioned above, a descriptive study was designed. The data was collected through questionnaire survey. The major reasons of ice tea’s failure is immature market, lack of budget spent and rapidly growing beverage segment of the industry where more traditional and healthy options are already available for consumers. Besides all above facts lack of awareness among potential and target consumers about the benefits associated with ice tea. Promotional campaign of Tapal ice tea was also not that much power as it should be to successfully attract the mass population, focus on BTL also was observed to be very low. Product availability and SKU’s wrong selection is also found be to messed with the brand. As project is completely suspended for unspecified period, Tapal should now make a carefully move in future, as Tapal ice tea is conflicted with basic native concept of tea being served hot in Pakistani market. As per marketers it can take further two decades to get market mature enough for the acceptability of ice tea. Further Tapal should come up with a very clear understanding and strategy, what is their target and potential markets and how they are going to tap these opportunities by using strategies. R&D also should review the product formulation, as per study majority people are not satisfied with the taste and quality of product.